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SAARF TAMS Counsel: 10 th December 2009

SAARF TAMS Counsel: 10 th December 2009. Universe Change Overview: Households 000’s. January 2010. The Detail: Households 000’s. 2006 Last Audit 2007ab 2008a 2009a No-Pay 6,395 7,105 6,911 7,449 Index 100 111 108 116 Satellite 1, 062 1,186 1,620 2,107 Index 100 112 153 198

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SAARF TAMS Counsel: 10 th December 2009

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  1. SAARF TAMS Counsel:10th December 2009

  2. Universe Change Overview: Households 000’s January 2010

  3. The Detail: Households 000’s 2006Last Audit2007ab2008a2009a No-Pay 6,395 7,105 6,911 7,449 Index 100 111 108 116 Satellite1, 062 1,186 1,620 2,107Index 100 112 153 198 M-Net “Only” 179 159 134 100 Index 100 89 75 56 M-Net “Both - - 14 42 Index - - - - Total Universe 7, 636 8, 450 8, 675 9, 698 Index 100 111 114 127

  4. Significant Changes: 2008a – 2009a Total Households grew +11.3% LSM 1-4 +20.9% E.Cape +16.7% KwaZulu +16.6 Mpumalanga +14.4 Cities & L.Towns +12.4% Rural +15.8 NguniSothoEnglishAfrikaans No-Pay +7.6% + 9.1% + 7.3% + 6.1% + 2.6% Satellite +27.6 + 48.3% +16.5 + 15.8 Nguni/Sotho satellite households have been combined to date - sample size issue Because of satellite growth [incl. Compact], investigating separating Nguni & Sotho, with RIM structure changes 2010

  5. Current TV Content Quality:General Current issues around viewing levels & ratings – clearly ratings are depressed Never EVER just 1 reason for TAMS effects ie: besides the universe change - another effect is operating Confusion between the effects of changing to Universe 2008a And the effects of current TV programme content quality Broadcasters are aware that quality currently not good Situation aggravated by enormously popular sport in previous months ie: Forecasting “Historical period” data contains higher Sport ratings “Future period” actuals have no significant sport events & lower ratings Users need to be aware that current programme content is affecting current ratings ...and that future forecasts need to adjust for this........

  6. Current TV Content Quality:Total TV: All Adults: Mon-Fri: National NB: These effects outside of any Universe changes May be travel time disruptions in major metro’s, affecting get “home time” Pre-Peak issue, not post-Peak

  7. Current TV Content Quality:Total TV: All Adults: Mon-Fri: National: NB:2008 Sport & other content issues will always affect ratings – but 2008 data much more stable

  8. Current TV Content Quality:SABC 1: All Adults: Mon-Fri: National “Generations” is showing lower ratings But ratings loss comes through in early Peak – once a viewer is lost, she doesn’t come back

  9. Current TV Content Quality:SABC 2: All Adults: Mon-Fri: National

  10. Current TV Content Quality:SABC 3: All Adults: Mon-Fri: National

  11. Current TV Content Quality:e-TV: All Adults: Mon-Fri: National

  12. Current TV Content Quality:DSTV Commercial: All Adults: Mon-Fri: Pay-TV Increasing DSTV ratings erosion in “Generations” time, suggests increasing Compact representation having effect. IE: Compact households watching “Generations” either digital or analogue, both are credited to SABC 1

  13. Current TV Content Quality:General These findings are significant The effects are greater than the universe change Content issues are confusing the universe change issue

  14. Viewing Data Comparisons:General Week: 16 November 2009 analysed twice Through existing universe – BLUE Same week, but new 2009a universe - RED

  15. Viewing: SABC 1 All Adults %New 2009a universe: REDCurrent 2008a: BLUE Mon-Fri - National

  16. Viewing: SABC 1 All Adults 000’sNew 2009a universe: REDCurrent 2008a: BLUE Mon-Fri - National

  17. Viewing: SABC 2 All Adults %New 2009a universe: REDCurrent 2008a: BLUE Mon-Fri - National

  18. Viewing: SABC 3 All Adults %New 2009a universe: REDCurrent 2008a: BLUE Mon-Fri - National

  19. Viewing: e-TV All Adults %New 2009a universe: REDCurrent 2008a: BLUE Mon-Fri - National

  20. Viewing: M-Net All Adults %New 2009a universe: REDCurrent 2008a: BLUE - Mon-Fri – Pay-TV

  21. Viewing: M-Net All Adults ǾǾǾNew 2009a universe: REDCurrent 2008a: BLUE - Mon-Fri – Pay-TV

  22. Viewing: DSTV T All Adults %New 2009a universe: REDCurrent 2008a: BLUE - Mon-Fri – Pay-TV

  23. Viewing: DSTV T All Adults ǾǾǾNew 2009a universe: REDCurrent 2008a: BLUE - Mon-Fri – Pay-TV

  24. Unitam PVR Test:General All Unitam referencing & processing hardware installed Software configured & installed System up & running normally PVR viewership & TSV available in Unitam system for viewing Tom Flood currently here All Gauteng technicians fully trained in Unitam installs & maintenance 45 PVR households recruited 18 installed & running

  25. Unitam PVR Test:Distribution of PVR HH’s Greater Johannesburg 24 households Soweto 2 W.Rand 5 E.Rand 8 Pretoria 19 Vaal 2 Total installed 60 households Reporting data on 50 Unitam households

  26. PVR & TSV Measurement:

  27. DTT Panel: Viewing Trends

  28. DSTV Compact Households: 2008a Compact proper representation was 80 Compact HH’s 2008ab Compact proper representation was 94 HH’s 2009a Preliminary proper representation: 145 HH’s Current: 10 December 2009 DSTV – non Compact 375 Compacts 113 Total DSTV 488

  29. Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date Weekly reach: 80-90%

  30. Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date Average Time Spent Viewing: From beginning 2007: 3h28 From Beginning 2009: 3h43 From beginning 2007: 3h17 From Beginning 2009: 3h12

  31. Weekly: Patronage by LanguageUrban Panel: Period: April 2007 to-date

  32. Daily: Time Viewed by LanguageUrban Panel: Period: April 2007 to-date From beginning 2007: 3h57 From Beginning 2009: 4h08 From beginning 2007: 3h35 From Beginning 2009: 3h36

  33. Weekly: Patronage by LanguageRural Panel: Period: April 2007 to-date Smaller sample sizes shows greater variability

  34. Daily: Time Viewed by LanguageRural Panel: Period: April 2007 to-date From beginning 2007: 2h46 From Beginning 2009: 3h06 From beginning 2007: 2h39 From Beginning 2009: 2h51

  35. Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date

  36. Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date From beginning 2007: 3h45 From Beginning 2009: 3h48 From beginning 2007: 3h52 From Beginning 2009: 3h57

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