BMA has learnt that the Broadcast Research Council of South Africa (BRC) is making significant updates to its television and radio audience measurement programs.
An independent review found issues with the weighting efficiency of the last TV Establishment Survey (TV ES), leading to a recommendation against its adoption into the Television Audience Measurement Survey (Tams).
BRC’s CEO, Gary Whitaker, stated that they will conduct a longitudinal analysis of viewing data from 2019 to 2024 to improve forecasting and understand the impact of weighting on the results.
BRC is also working to align Tams and the Radio Audience Measurement Survey (Rams) for consistent population sizing and demographic profiling, emphasizing collaboration and transparency with stakeholders in this process.
The release of Rams Amplify Q1 2024 data was delayed due to concerns raised by the Radio Research Committee (RRC), and BRC has established a technical subcommittee in response.
The BRC’s analysis indicated a gradual decline in overall radio listening and highlighted the potential need for more qualitative research to understand how consumers engage with radio.
In preparation for the conclusion of the Rams Amplify Ipsos contract in January 2026, BRC is taking proactive steps to ensure a smooth transition to a new currency or an enhanced version of the existing one.
The BRC is also exploring opportunities for greater collaboration between television and radio broadcasters to future-proof audience measurement systems.
Recognizing the need for industry upskilling, the BRC is committed to launching an education initiative, including a certification program covering various aspects of audience measurement and providing bite-sized educational content for industry stakeholders.
The BRC aims to advance the media industry in South Africa through collaborative, transparent, and future-focused initiatives and is dedicated to nurturing a well-informed industry.
