TAMS Council Minutes 20 October 2005

TAMS Council Minutes 20 October 2005

S o u t h A f r i c a n

A d v e r t i s i n g R e s e a r c h F o u n d a t i o n

Association Incorporated under Section 21 Reg. No. 73/1617208

MINUTES OF A MEETING OF THE SAARF TELEVISION AUDIENCE MEASUREMENT COUNCIL HELD ON THURSDAY 20 OCTOBER 2005 AT 15:30 AT THE SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON

1. PRESENT: Brian McMillan

Brenda Wortley

Chris Eyre

Clive Corder

Damir Adamovich

Deborah Lombard

Erica Simpson

Hank Bento

Leandra Cloete

Kami Pregaladhan

Lerlynn Lee

Lorina Botha

Martin Urry

Nicole Mullins

Paul Haupt

Piet Smit

Rodney Chalmers

Terry Murphy

Tshifhiwa Mulaudzi

Apologies were recorded for Chris Brewer, Errol Burrows, Jennie Potter and Jennifer James.

Paul Haupt welcomed those present.

2.  APPROVAL OF THE MINUTES OF THE MEETING OF 13 OCTOBER 2005

The minutes of the meeting held on the 13 October 2005 were approved without amendment.

3.  FINALISING OF THE AGENDA

The agenda that was provided to members prior to the meeting was approved without amendment.

4. NEW PANEL DEVELOPMENTS AND VIEWING TRENDS

Chris Eyre’s PowerPoint presentation is attached.

4.1 Pollux / PCTips comparison

The presentation to compare audience levels between Pollux and PCTips was updated and showed that slight differences still existed. It was noted that existing differences between these systems do not illustrate any interesting impressions. Damir mentioned that PCTips does not have as accurate validation rules as Pollux hence the latter validates all demographics. Piet Smit reiterated that significant differences that were noted on the viewing trends presentation of 13 October 2005 were based on smaller audiences where only a few respondents could have caused them.

4.2  TVEvents Industry data

Problems with TVEvents data are continual, and it was acknowledged that insufficient quality control measures remain the main issue. Chris Eyre mentioned that parallel runs were a nightmare, while Martin Urry indicated that checking was a laborious job.

It was decided after a long debate to discontinue parallel running and to switch over to TVEvents as from Monday 24 October 2005, provided that Peter McKenzie is in agreement as he asked SAARF not to make any changes in his absence. Chris Eyre undertook to contact him.

If there was a need to meet with broadcasters, such a meeting would be arranged.

5.  CHANGE OVER PLAN AND TIME SCALE FOR COMING YEAR

The time lines were included in Chris Eyre’s presentation.

6.  AOB

Chris Eyre indicated that CNI was still problematic, but they have found another solution.

7.  NEXT MEETING

It was agreed that the next meeting will take place on Thursday 27 October 2005 at 15:30 at SAARF.

Signed as a true record of the proceedings on this day of …....October 2005.

Signature

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54 Queens Road, Bryanston

P O Box 98874 Sloane Park 2152 Tel : (011) 463-5340/1/2 Fax : (011) 463-5010

e-mail address : Website : http//:www.saarf.co.za

Directors: S du Plessis, H Gabriels (Chair), P Haupt (Dr) (CEO), NF Holdsworth,

L Holley, M Jakins, JF Loubser, M Makhene, BW McMillan, A Muthuma, MF Nussey