Nielsen Exits Audience Measurement in South Africa

Nielsen is to withdraw from its provision of TV audience measurement in South Africa within the next twelve months, according to reports. A deal with an alternative provider for ad currency ratings is said to be close.

Nielsen has offices in Johannesburg and uses people meter technology to provide TV audience data for the Broadcast Research Council of South Africa (BRC) on a daily basis. The company told web site BusinessTech it had made the 'difficult decision' to withdraw after 'a considerable review', and had notified employees and the BRC. More specific reasons for the exit have not been revealed.

Non-profit ad currency body the BRC said in a statement it is 'engaging with Nielsen to secure continuity of data during the handover period,' and added: 'A new service provider has been identified, and formal appointment processes are being finalised. Details will be announced within two weeks.' Ipsos is currently the provider of radio audience measurement in the country. Telmar, the service which feeds Nielsen's data through to ad planners, buyers, agencies and broadcasters said it did not anticipate any disruption to the service in the coming months, and placed its trust in the BRC for a smooth transition.

To DRNO's knowledge, Nielsen has not made a public statement yet about the withdrawal.

Separately - we assume - state-owned broadcaster SABC is under severe financial pressure and 'at risk of collapse', according to statements in the country's parliament, with pressure on communications minister Solly Malatsi to act to rescue the company. Chair of the parliament's Communications Committee, the ANC's Khusela Diko, said a bill to change the broadcaster's funding model to ensure its long-term stability had stalled, leaving state-owned signal distributor Sentech to subsidise SABC to the tune of R70m per month (about $US 4m).

Web sites: www.brcsa.org.za and www.nielsen.com .