SAARF TAMS Counsel:10th December 2009

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12000

2006 2007ab 2008a 2009a

No-Pay Satellite M-Net Only Total

Universe Change Overview:Households 000’s

January 2010

The Detail: Households 000’s

2006Last Audit 2007ab 2008a 2009a

No-Pay 6,395 7,105 6,911 7,449Index 100 111 108 116

Satellite 1, 062 1,186 1,620 2,107Index 100 112 153 198

M-Net “Only” 179 159 134 100Index 100 89 75 56

M-Net “Both - - 14 42Index - - - -

Total Universe 7, 636 8, 450 8, 675 9, 698Index 100 111 114 127

Significant Changes: 2008a – 2009a

• Total Households grew +11.3%

LSM 1-4 +20.9%

E.Cape +16.7%KwaZulu +16.6Mpumalanga +14.4

Cities & L.Towns +12.4%Rural +15.8

Nguni Sotho English Afrikaans

No-Pay +7.6% + 9.1% + 7.3% + 6.1% + 2.6%

Satellite +27.6 + 48.3% +16.5 + 15.8Nguni/Sotho satellite households have been combined to date - sample size issue

Because of satellite growth [incl. Compact], investigating separating Nguni & Sotho, with RIM structure changes 2010

Current TV Content Quality:General

• Current issues around viewing levels & ratings – clearly ratings are depressedNever EVER just 1 reason for TAMS effects ie: besides the universe change - another effect is operating

• Confusion between the effects of changing to Universe 2008aAnd the effects of current TV programme content quality

• Broadcasters are aware that quality currently not goodSituation aggravated by enormously popular sport in previous monthsie: Forecasting “Historical period” data contains higher Sport ratings

“Future period” actuals have no significant sport events & lower ratings

• Users need to be aware that current programme content is affecting current ratings...and that future forecasts need to adjust for this........

Current TV Content Quality:Total TV: All Adults: Mon-Fri: National

Pre-Peak issue, not post-Peak

NB: These effects outside of any Universe changesMay be travel time disruptions in major metro’s, affecting get “home time”

Current TV Content Quality:Total TV: All Adults: Mon-Fri: National: NB:2008

Sport & other content issues will always affect ratings – but 2008 data much more stable

Current TV Content Quality:SABC 1: All Adults: Mon-Fri: National

“Generations” is showing lower ratings

But ratings loss comes through in early Peak – once a viewer is lost, she doesn’t come back

Current TV Content Quality:SABC 2: All Adults: Mon-Fri: National

Current TV Content Quality:SABC 3: All Adults: Mon-Fri: National

Current TV Content Quality:e-TV: All Adults: Mon-Fri: National

Current TV Content Quality:DSTV Commercial: All Adults: Mon-Fri: Pay-TV

Increasing DSTV ratings erosion in “Generations” time, suggests increasing Compact representation having effect.

IE: Compact households watching “Generations” either digital or analogue, both are credited to SABC 1

Current TV Content Quality:General

• These findings are significant

• The effects are greater than the universe change

• Content issues are confusing the universe change issue

Viewing Data Comparisons:General

• Week: 16 November 2009 analysed twice

Through existing universe – BLUE

Same week, but new 2009a universe - RED

Viewing: SABC 1 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing: SABC 1 All Adults 000’sNew 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing: SABC 2 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing: SABC 3 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing: e-TV All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing: M-Net All Adults %New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing: M-Net All Adults ǾǾǾNew 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing: DSTV T All Adults %New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing: DSTV T All Adults ǾǾǾNew 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Unitam PVR Test:General

• All Unitam referencing & processing hardware installedSoftware configured & installedSystem up & running normallyPVR viewership & TSV available in Unitam system for viewing

• Tom Flood currently here All Gauteng technicians fully trained in Unitam installs & maintenance

• 45 PVR households recruited18 installed & running

Unitam PVR Test:Distribution of PVR HH’s

• Greater Johannesburg 24 households

Soweto 2

W.Rand 5

E.Rand 8

Pretoria 19

Vaal 2

Total installed 60 households

Reporting data on 50 Unitam households

PVR & TSV Measurement:

DTT Panel: Viewing Trends

DSTV Compact Households:

• 2008a Compact proper representation was 80 Compact HH’s

• 2008ab Compact proper representation was 94 HH’s

• 2009a Preliminary proper representation: 145 HH’s

Current: 10 December 2009

DSTV – non Compact 375

Compacts 113

Total DSTV 488

Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date

Sotho Languages

0102030405060708090

100

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

0102030405060708090

100

Weekly reach: 80-90%

Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date

Sotho Languages

00:00

01:00

02:00

03:00

04:00

05:00

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

00:00

01:00

02:00

03:00

04:00

05:00

Average Time Spent Viewing:

From beginning 2007: 3h28

From Beginning 2009: 3h43

From beginning 2007: 3h17

From Beginning 2009: 3h12

Weekly: Patronage by LanguageUrban Panel: Period: April 2007 to-date

Sotho Languages

0102030405060708090

100

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

0102030405060708090

100

Daily: Time Viewed by LanguageUrban Panel: Period: April 2007 to-date

Sotho Languages

00:00

01:00

02:00

03:00

04:00

05:00

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

00:00

01:00

02:00

03:00

04:00

05:00

From beginning 2007: 3h57

From Beginning 2009: 4h08

From beginning 2007: 3h35

From Beginning 2009: 3h36

Weekly: Patronage by LanguageRural Panel: Period: April 2007 to-date

Sotho Languages

0102030405060708090

100

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

0102030405060708090

100

Smaller sample sizes shows greater variability

Daily: Time Viewed by LanguageRural Panel: Period: April 2007 to-date

Sotho Languages

00:00

01:00

02:00

03:00

04:00

05:00

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

Nguni Languages

00:00

01:00

02:00

03:00

04:00

05:00

From beginning 2007: 2h46

From Beginning 2009: 3h06

From beginning 2007: 2h39

From Beginning 2009: 2h51

Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date

Afrikaans / Both Languages

0102030405060708090

100

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

English / Other Languages

0102030405060708090

100

Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date

Afrikaans / Both Languages

00:00

01:00

02:00

03:00

04:00

05:00

Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV

English / Other Languages

00:00

01:00

02:00

03:00

04:00

05:00

From beginning 2007: 3h52

From Beginning 2009: 3h57

From beginning 2007: 3h45

From Beginning 2009: 3h48