Finweek English Edition - - Advertising & marketing -

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.

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