South African TV Ratings: Nielsen Out, NielsenIQ In

A day after DRNO reported Nielsen's planned withdrawal from the South African audience measurement market, BRC has announced the appointment of its successor. The ad currency body has chosen GfK - now part of former Nielsen division NIQ - to design and deploy a new 'Total Video Measurement' service.

The BRC says broadcasters had requested the current TAMS service be replaced by - or evolve into - something more attuned to modern viewing habits in the country, leading to a structured review which began around a year ago. As part of this program, research firm Ask Afrika was commissioned in Q1 of this year to conduct a large-scale, ongoing Establishment Survey (ES '25) to track 'the current state of video consumption'. A first wave of results is planned for Q1 2026.

BRC says a 'tightly run' RfP and tender process followed, involving multiple bids, managed by Independent Agency Selection (IAS) and Kitsune Audiences & Data Consulting, at the conclusion of which the BRC technical committee and board unanimously agreed on the new supplier. Contract finalization is now underway.

Outgoing supplier Nielsen will work closely with the BRC to ensure a smooth transition, with no gaps in the data provided, and the organisation said it 'wants to thank Nielsen for the important service provided to the South African Industry for the last 38 years.'

It's not long since the new provider, or its parent, formed the other half of the same company as Nielsen - the latter is now focused on audience measurement while the former, NielsenIQ or NIQ, is best known for its consumer intelligence data. However German giant GfK, with which NIQ merged in 2023, has long been a player in audience measurement around the globe, so the combined company brings plenty of experience to the new contract.

The contract will roll out in three phases:

• Phase 1 - A completely new TV currency service feeding into daily TV trading, with data available to the market by January 1st 2027.
• Phase 2 - Broadcaster on-demand and streaming will be added into everyday planning data, allowing users to see and manage 'the combined impact of live and online viewing'. BRC aims to have this running by the end of 2027.
• Phase 3 - A Total Video picture, providing one view of audiences across traditional television and digital video - the organisation says full delivery of this will complete during 2028.

'Today's announcement is about business confidence,' says Gary Whitaker, CEO of the BRC. 'We listened to the market, reviewed the status quo, commissioned a new Establishment Survey, and ran a rigorous, business-led process. With GfK's appointment we now have a clear roadmap: first a new daily TV currency, then the inclusion of broadcaster on-demand, and by year-end 2027 a true Total Video service that mirrors how South Africans really watch. Broadcasters can prove their reach, agencies can plan with clarity, and advertisers can be sure every rand is working.'

Lee Risk, VP Media Measurement at GfK-NIQ, comments: 'GfK-NIQ is proud to partner with the BRC and the South African TV industry to deliver a comprehensive, future-ready media measurement solution tailored to the unique dynamics of South Africa. This collaboration reflects a shared vision for innovation in media insights, and we're confident in the strength of this partnership to elevate the industry.'

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

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