NAB Threatens to Quit SAARF Over Ratings Issue

The National Association of Broadcasters (NAB) is threatening to resign from the South Africa Advertising Research Foundation (SAARF), following a row about the accuracy of the latter's television audience measurement survey (TAMS).

Last year, several TV broadcasters called for an audit of the Nielsen-operated TAMS panel, after noticing anomalies in the ratings. Specifically public service broadcaster the SABC and commercial free-to-air broadcaster e.tv claimed to have experienced a fall in ratings in certain LSM (living standard measures) groups - particularly among the segment representing lower to middle income South Africans, who are the largest consumers of free-to-air television.

In a statement made by SABC and e.tv, the audit - conducted by CESP (Centre d'Etudes des Supports de Publicité) - highlighted 'serious shortcomings' in the TAMS data, for instance showing that TAMS had only partially measured certain homes, failed to balance the panel by individual LSM, and not properly maintained the household meters used to gather the TAMS information.

The broadcasters claim that upper income television households were over-represented on the TAMS panel, while middle-to-lower income television households were significantly under-represented. 'In the South African context, this translates into an over-representation of white television viewership and a serious under-representation of black television viewership,' they said in the statement.

SABC and e-tv are now planning to initiate consultations with other advertiser-supported broadcasters with a view to establishing an alternative industry research body. SAARF has replied to the allegations by saying it is preparing to 'respond in full to the inaccurate interpretation of the audit findings.'

Meanwhile, following the claims of ratings inaccuracies, NAB is threating to resign from SAARF, after its requests for greater representation on the SAARF Board was rejected by SAARF members at their AGM on Wednesday.