RURAL CONSUMERS NOW INCLUDED
BLACK RURAL households, representing more than 7m people, have been included for the first time in Saarf’s television audience measurement survey. Saarf (SA Advertising Research Foundation) manages the survey, which provides detailed breakdowns of audiences exposed to advertising.
That means marketers of mass-market brands such as detergents, beer and tea can now be sure of their TV exposure to South Africa’s large rural communities. In the past the penetration of TV sets in rural households was too low to justify the inclusion of this section of society into the panel. But that’s changed following Eskom’s drive to electrify SA’s outlying areas.
With the installation of more than 195 meters in rural households, the TV universe has grown from 19,5m to 26,9m. That means when looking at “all adult” ratings, users will see lower ratings but greater numbers of people.
A programme that drew 30% of viewers using the old universe may now pull only 28% of this bigger sample of viewers. However, that isn’t a drop in ratings: the proportion may have declined but numbers would have gone up. But there’ll be no difference in analyses that exclude black rural communities.