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

Document Sample
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 Powered By Docstoc
					                                                                              TAMS COUNCIL MINUTES 31 AUGUST 2006




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


    MINUTES OF A MEETING OF THE SAARF TELEVISION AUDIENCE
MEASUREMENT COUNCIL HELD ON THURSDAY 31 AUGUST 2006 AT 15:30 AT
        THE SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON


1.   PRESENT: Brenda Wortley                                     Brian McMillan
                     Chris Eyre                                  Damir Adamovich
                     Errol Burrows                               Jay Dayaljee
                     Jean Meyer                                  Jennifer James
                     Jill Taylor                                 Kami Pregaladhan
                     Mike Nussey                                 Piet Smit
                     Rodney Chalmers                             Terry Murphy
                     Tshifhiwa Mulaudzi                          Veronik Myburgh

     Apologies were recorded for Angela Harcombe, Claire Rooney, Clive Corder, Erica
     Simpson and Martin Urry.

     Paul Haupt welcomed those present.

2.   APPROVAL OF THE MINUTES OF THE MEETING HELD ON 17 AUGUST
     2006

     The minutes of the meeting of 17 August 2006 were approved without amendment
     and signed. .

3.   FINALISING OF THE AGENDA

     The agenda that was provided to members prior to the meeting was approved.
     However, item 6, which compares dual view and single view was deleted since it has
     been dealt with from previous meetings.

4.   OVERNIGHT RATINGS

     Chris Eyre take the meeting through the presentation which reflected patronage
     figures and trends in overnight ratings and reporting. His presentation is attached and
     will be on the SAARF website soon.

5.   PANEL STATUS AND VIEWING TRENDS

     The following issues were addressed:


                                                        

                                         54 Queens Road, Bryanston
                P O Box 98874 Sloane Park 2152 Tel : (011) 463-5340/1/2 Fax : (011) 463-5010
                    e-mail address : saarf@saarf.co.za Website : http//:www.saarf.co.za

                             Directors: S du Plessis, P Haupt (Dr) (CEO), NF Holdsworth,
                L Holley, L Less, JF Loubser (Chair), P McKenzie, P Middleton, M Siluma, T Stafford
                                                                    TAMS COUNCIL MINUTES 31 AUGUST 2006
5.1   Chris reported that the installation rate has dramatically increased to 3 per
      day hence the completion is estimated toward end October 2006. It was also
      reported that the target of 385 DSTV households has been reached.
      Furthermore, 244 DStv households have been equipped with TVM5 meters,
      while 30 of the 34 installed Dual View decoder households were reporting.

5.2   Technicians discovered a household in KzN with two TV sets. The first Master
      TV set was initially connected to a 660 decoder and OATS later swapped it
      out for a 990 series decoder. The second set is connected to a vivid decoder,
      and unfortunately no viewing can be captured from this set. This situation will
      be resolved as there would not be any de-installation.

5.3   It was reiterated that when the rural panel will be included later this year, the
      TAMS universe will increase to 26 462 (including from 7 year olds). However,
      the increase will only come from the Nguni and Sotho groups. Chris was
      asked to in future also show 16+ year olds total universe with the inclusion of
      rurals.

5.4   It was reiterated that all RIM-intersections for the rural panel were available to
      start experimenting with the weighting of the rural panel. AGBNMR was
      already experimenting with the inclusion of a rural RIM, and Chris suggested
      that the rural household RIMs should be as follows RIM 1 (LSM - will have 3
      groups, i.e., LSM 1-4, LSM 5-6 and LSM 7-10. RIM 2 will remain unchanged
      (language, h/h size, sat/non-sat and RIM 3 (region) which currently only
      reflect province, will be changed to also include community size.

      For personal weighting, RIM 1 and 2 will remain unchanged (language and
      age and language and gender respectively), RIM 3 (Pay-TV) changes from
      Non-sat, analogue only, both, digital only to rural and non-rural non-sat,
      analogue only, both, digital only, while RIM 4 will probably remain unchanged
      as LSM and work status and lastly, RIM 5 (region) will change from just
      province to province and community size. The Council provisionally agreed to
      these proposals.

5.5   The rural viewership for Week 35 was shown to the committee. These
      reflected 90 reporting households, while on average 74 households were
      reporting per day. The current panel (excluding rural) had a minimum weight
      of 1 663 and a maximum of 11 875. However, with the inclusion of the rural
      panel, these weights changed to a minimum of 1 042 and a maximum of
      64 208.
5.6   It was mentioned that the swap out for TVM 5 means that this meter that has
      to be polled centrally in multi-telephone households wakes the household up
      at a specific time. This problem has not finally been resolved. every night
      AGBNMR everyone morning at 2am, except that Technician suppress a ring
      tone in households with multiple phones. Furthermore, AGBNMR is slowly
      managing the CNI problem.

5.7   Chris also presented viewing and patronage figures of the rural panel,
      although the panel was not necessarily representative. The intention was to
      understand the rural universe viewing behaviour and this will continue until the
                                                                                                         2

                                   54 Queens Road, Bryanston
          P O Box 98874 Sloane Park 2152 Tel : (011) 463-5340/1/2 Fax : (011) 463-5010
              e-mail address : saarf@saarf.co.za Website : http//:www.saarf.co.za




                      Directors: S du Plessis, P Haupt (Dr) (CEO), NF Holdsworth,
         L Holley, L Less, JF Loubser (Chair), P McKenzie, P Middleton, M Siluma, T Stafford
                                                                              TAMS COUNCIL MINUTES 31 AUGUST 2006
              TAMS panel is fully installed later during the year. Details can be obtained
              from the attached presentation.

7.     LIKELY ERROR

       It was agreed that a double-run data file will be sent to Steve Wilcox during late
       November or early December 2006 in order for him to start calculating the campaign
       error. It was expressed this has become important because quite a number of
       changes will be launched during the first week of 2007 (week ending Sunday 7
       January).

       Chris informed the TAMS Council that in Australia Steve’s calculation of OzTAM
       variance did not include satellite households and Paul asked him to enquire of
       reasons for this exclusion.

8.     TAMS DEFINITIONS

       Piet Smit reiterated that Oracle Airtime Sales had revised the AMPS questions on
       pay TV. TAMS Council members were sent revised questions and any comments will
       be welcomed.

9.     OAB

The following requests were made:

       9.1    Jennifer James requested Chris to show the Cost per Thousand for different
              channels at every meeting.
       9.2    Brian asked for the percentage of blacks in the footprint of SABC 1, 2, 3 and
              e-tv.
       9.3    The Council agreed to implement changes to the TAMS universe during off-
              peak season as requested by Brenda Wortley.
       9.4    Oracle Airtime has been asked to provide the audited figures, inter alia, of
              DualView / SingleView figures and number of households with DVD and
              PVRs separately.

10.    NEXT MEETING

The next meeting will take place at SAARF on Thursday 14 September 2006 at 15:30. As
Paul Haupt and Tshifhiwa Mulaudzi will be out of town, apologies were recorded for them.


Signed as a true record of the proceedings on this day of ……. September 2006.



       Signature




                                                                                                                   3

                                            54 Queens Road, Bryanston
                   P O Box 98874 Sloane Park 2152 Tel : (011) 463-5340/1/2 Fax : (011) 463-5010
                       e-mail address : saarf@saarf.co.za Website : http//:www.saarf.co.za




                                Directors: S du Plessis, P Haupt (Dr) (CEO), NF Holdsworth,
                   L Holley, L Less, JF Loubser (Chair), P McKenzie, P Middleton, M Siluma, T Stafford

				
DOCUMENT INFO
Shared By:
Tags:
Stats:
views:26
posted:12/5/2009
language:English
pages:3
Description: 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