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					                                                                                          TAMS COUNCIL MINUTES 8 May 2007




                          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 TUESDAY 8 MAY 2007 AT 14:30 AT THE
               SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON


1.      PRESENT:

        Abdul Mathee                               Antoinette Abrahams
        Brian McMillan                             Chris Eyre
        Clive Corder                               Damir Adamovich
        Errol Burrows                              Jennifer Daniel
        Martin Urry                                Michelle Boehme
        Paul Haupt                                 Rodney Chalmers
        Strini Naicker                             Tshifhiwa Mulaudzi
        Ursula Shikhati

        Apologies were recorded for Elke Cathrall, Johann Koster, Kami Pregaladhan, Lerlynn
        Lee, Lorina Botha and Sunel Prinsloo.

        Paul Haupt welcomed those present.

2.      APPROVAL OF THE MINUTES OF THE MEETING OF 10 APRIL 2007

        The minutes of the meeting of 10 April 2007 were approved without amendments.

3.      FINALISING OF THE AGENDA

              A point on audience appreciation was added, but in the end it was decided to
               discuss this issue at the next meeting (5 June 2007)
              A point on the Universe used was added
              A point on the Establishment survey was added, but in the end this issue was
               also shelved for the next meeting (5 June 2007)


4.      PANEL STATUS AND VIEWING TRENDS

        Chris Eyre presented AGBNMR’s update in a PowerPoint presentation which will be
        placed on the SAARF Website as soon as possible.




                                                                                                     Page 1 of 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: R Chalmers, S F du Plessis (Chair), P Haupt (Dr) (CEO), NF Holdsworth,
                          L Holley, N Jones, P Middleton, M Siluma (Vice Chair), T Stafford
                                                                                    TAMS COUNCIL MINUTES 8 May 2007



5.   STANDARD ERROR

     See PowerPoint presentation. Chris agreed that we can mail Jacky Galpin the
     statistical calculations used to calculate the Standard Error.

6.   REPORTING OF CHILD DATA 4-6 YEARS

     See PowerPoint presentation.

7.   REGIONAL AD SPLITS/ DIGITAL TERRESTRIAL TV UPDATE

     Regional ad splits

     The SABC reported that they could start regional ad splits from as early as July 2007.
     A concern noted by AGBNMR was the fact that the footprint areas do not correlate
     100% with the provincial boundaries and thus there are no population figures available
     for them. Population estimates are needed as the data needs to be weighted in the
     end. It was noted that SAARF could work with the BMR to try and establish population
     figures for these areas if possible.

     The SABC assured all that they would try and align the footprint areas as close to the
     provincial boundaries as possible. Abdul Mathee will also ask Sentech if they can
     provide estimates of the population size per footprint area. This can then be compared
     to the provincial data to see if there is a big difference. The assurance was also given
     that these footprint areas would be very stable.

     Another concern was the fact that the sample size within each footprint area should be
     big enough. AGBNMR reported that they had a look at this and it should not be a
     problem.

     Council members were also informed that the maximum split would be by 3 areas.
     These areas are KZN, North and South.

     The SABC also accepted the fact that there might be a time period where the TAMS
     panel will not reflect the ad split data as it takes time to gear up and July is around the
     corner.

     Abdul Mathee will also find out where AGBNMR can put their recording equipment to
     monitor the ad splits.

     Digital terrestrial TV update

     It was noted that the roll-out of this would start in 2008, to be completed in 2011.
     AGBNMR will need to experiment to see if the Eurometer can be used to pick up a
     digital signal.

8.   AOB

     For the last universe update the combined 2005/2006 AMPS metered universe was
     used and the latest pay TV figures were percentaged on that. Brian noted that the
     2006 6-month data should be used as it is more current. If there is a big lag in the time
     span of the AMPS data used and the audited figures used, pay TV might be over
     represented.
                                                                                                 Page 2 of 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: R Chalmers, S F du Plessis (Chair), P Haupt (Dr) (CEO), NF Holdsworth,
                       L Holley, N Jones, P Middleton, M Siluma (Vice Chair), T Stafford
                                                                                     TAMS COUNCIL MINUTES 8 May 2007



      SAARF agreed in principle but pointed out that there might be a second wave of
      AMPS this year and then there would be less of a time lag between the audited figures
      and the AMPS data used. The SAARF board is also reviewing a decision they made to
      only release combined data and not the 6-month data. It could be problematic in the
      future to only release the rolling data and use an undisclosed 6-month set of data to
      produce the TAMS universe i.e. the general public won’t be able to recreate the
      Metered universe used for the TAMS study from the available AMPS data. Brian then
      noted that an alternative would be to not use the audited figures, but to get the
      incidence of the pay TV universe from the correlating AMPS itself.

      In the end Martin & Michelle were asked to run both the combined 2005/2006 and 6-
      month 2006 metered universe and then to apply the latest available audited figures to
      both to ascertain how big the difference would be.

9.    NEXT MEETING

      The next meeting will take place at SAARF on Tuesday 5 June 2007 at 14h30.




Signed as a true record of the proceedings on this day of ………… June 2007.




       Signature




                                                                                                  Page 3 of 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: R Chalmers, S F du Plessis (Chair), P Haupt (Dr) (CEO), NF Holdsworth,
                        L Holley, N Jones, P Middleton, M Siluma (Vice Chair), T Stafford

				
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