Nielsen has announced plans to exit the South African market within the next year, which will significantly impact the country’s television audience measurement services.
In response, the Broadcast Research Council of South Africa (BRC) has stepped forward to manage the transition of the television audience measurement system (TAMS) in the country.
In a statement released recently, the BRC provided the following updates:
- A new service provider has been identified, and the formal appointment process is currently in progress, with details expected to be announced in the next two weeks.
- The full implementation of the new system is anticipated to take around 15 to 18 months. Meanwhile, interim solutions are being prepared to ensure uninterrupted data continuity.
- The BRC is actively working with Nielsen to maintain data consistency throughout the transition phase, especially as Nielsen prepares to leave the South African market.
- Recent independent audits of the existing TAM service highlighted several areas needing improvement. The BRC is committed to addressing these within the transition plan to ensure that the new system provides more reliable, transparent, and future-oriented data.
The BRC will communicate all official updates regarding the transition directly and is in continuous dialogue with broadcasters, agencies, advertisers, and regulators.
The BRC is confident that this transition will enhance South Africa’s audience measurement system, meet the industry’s needs, and deliver a world-class, sustainable solution for the future.
