19/4/2007 - South Africa
The South African Advertising Research Foundation (SAARF) Television Audience Measurement Survey (TAMS) universe has been increased by over 7m individuals from 19.5m to 26.9m with the inclusion of black rural households. AGB Nielsen Media Research has taken this into account with the installation of additional 205 rural HHs, equipped with TAMS meters.
The SAARF is reporting that with the inclusion of black rural households, its TAMS panel is now fully representative of South African society. In the past, penetration of working TV sets and the incidence of electricity in rural households was too low to justify the inclusion of this section of society into TAMS panel. With the electrifying of rural areas and with a resultant rise in TV ownership, these households needed to be included.
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