NEWS8 December 2011

South Africa adding time-shifted data to TV figures

Data analytics Middle East and Africa

SOUTH AFRICA— The South African Advertising Research Foundation (Saarf) is to introduce a TV metric that combines existing live audience data with time-shifted data collected from personal video recorders (PVR).

The new currency will contain the traditional live figures, as well as data from “viewing on same day as live” (VOSDAL) through PVRs. Nielsen Media Research, which carries out TV audience measurement in the country on behalf of Saarf, will incorporate the PVR data into existing live results later this month.

On top of this, a new weekly viewing database that pinpoints audience trends after a programme has been aired will be launched at the end of the year.

Chris Eyre, the ratings firm’s managing director, told industry stakeholders: “It’s going to be a bit of a ride, but I think we’ll enjoy it.”