S. African companies test audiences

MultiChoice, Oracle to gather TV data for ads

JOHANNESBURG — Pan-African satcaster MultiChoice and its advertising sales arm Oracle Airtime Sales plus U.K.-based TNS Media Research will launch TNS’s audience measurement system early next year.

MultiChoice said the new technology would gather data about its DStv audience, enabling more accurate viewership figures for its advertisers.

To date, TV audience measurement in South Africa has been done via the traditional peoplemeter, implemented by the South African Advertising Research Foundation.

MultiChoice said the peoplemeter, designed for use on analog channels, could not count the fragmented audiences produced by digital channels.

MultiChoice, Oracle, M-Net and Supersport will fund the development of the system with TNS Media Research over the next five years.

Other TV networks that use TNS technology include News Corp.’s pay TV platforms DirecTV in the U.S., BSkyB in Blighty, Sky in New Zealand and Foxtel in Australia.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Biz News from Variety

Loading