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.

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