S A A R F Television Audience Measurement Survey S A A R F T A M S® 2012 TECHNICAL REPORT Revision: 12 ......................................................................... 19 March 2012 TABLE OF CONTENTS COPYRIGHT ......................................................................................................................... 1 EXCLUSION OF CLAIMS ...................................................................................................... 1 SAARF OBJECTIVES AND BUSINESS ................................................................................. 1 SAARF MANAGEMENT ........................................................................................................ 2 SAARF COUNCILS ............................................................................................................... 2 SAARF WEBSITE ADDRESS ................................................................................................ 2 1. BRIEF HISTORY OF SAARF TAMS® ................................................................... 3 - 8 1.1 Before PeopleMeters ................................................................................. 3 1.2 1st SAARF Tender and AC Nielsen Dis-Invests 1986 ............................... 3 1.3 Mark 1 PeopleMeter 1989 ......................................................................... 3 1.4 Industry Acceptance .................................................................................. 3 1.5 Mark 2 PeopleMeter 1991 ......................................................................... 3 1.6 Black Market Meter Panel 1991 ................................................................ 4 1.7 Limitation of Coverage .............................................................................. 4 1.8 The Next Generation of PeopleMeters 1998 ............................................. 4 1.9 Eurometer 1999 ......................................................................................... 4 1.10 PC Tips and Eurometer Panel 2000.......................................................... 4 1.11 2001 ........................................................................................................... 4 1.12 Measuring Digital Satellite Channels 2001 ............................................... 4 1.13 Measuring DSTV Satellite in Total – 2001 ................................................ 5 1.14 Measuring DSTV Satellite – by Channel 2002 .......................................... 5 1.15 OATS Augmented Satellite Panel 2002 .................................................... 5 1.16 Nielsen Media Research Established........................................................ 5 1.17 Only Multichoice DSTV Measured 2001 – 2008 ....................................... 5 1.18 SAARF Universal SU-LSM® ..................................................................... 5 1.19 Merger between AGB Italia and Nielsen Media Research and the SAARF TAMS® Contract of 2005 ............................................................. 5 1.20 Recent Changes to SAARF TAMS® Panel 2005 – 2009 .......................... 6 2. CURRENT METHODOLOGY AND PROCESSES – 2009 ................................... 9 - 11 2.1 Universe .................................................................................................... 9 2.2 Sample Design .......................................................................................... 9 2.3 SAARF AMPS®: the Establishment Survey .............................................. 9 2.4 Coverage of Satellite Households ........................................................... 10 2.5 Panel Turnover and Renewal .................................................................. 10 2.6 Growth of the SAARF TAMS® Panel ....................................................... 11 3. DEFINITION OF TERMS ................................................................................... 12 - 26 3.1 Adult ........................................................................................................ 12 3.2 AQH ......................................................................................................... 12 3.3 ASO ......................................................................................................... 12 3.4 ASR ......................................................................................................... 12 3.5 ATS .......................................................................................................... 12 3.6 Audience Share ....................................................................................... 12 3.7 Avail ......................................................................................................... 12 3.8 BARB (UK) .............................................................................................. 12 3.9 Bouquet ................................................................................................... 13 3.10 Break Position ......................................................................................... 13 i 3.11 Cable TV System ..................................................................................... 13 3.12 CAPI ........................................................................................................ 13 3.13 CATI ........................................................................................................ 13 3.14 Children ................................................................................................... 13 3.15 Churn (Rate) ............................................................................................ 13 3.16 Commercial and Programme Logs .......................................................... 13 3.17 Concurrent Viewing ................................................................................. 13 3.18 Consolidated Audience ........................................................................... 13 3.19 Consolidated Viewing .............................................................................. 14 3.20 Content Provider / Supplier ..................................................................... 14 3.21 Cost Efficiency ......................................................................................... 14 3.22 Cover ....................................................................................................... 14 3.23 CPP/CPRP .............................................................................................. 14 3.24 CPT/CPM ................................................................................................ 14 3.25 Criterion of Viewing ................................................................................. 14 3.26 Daypart .................................................................................................... 15 3.27 Decoder [or Set Top Box] ........................................................................ 15 3.28 DSO ......................................................................................................... 15 3.29 Disaggregated Viewing Data ................................................................... 15 3.30 Disproportional Sampling ........................................................................ 15 3.31 Effective Frequency ................................................................................. 15 3.32 Effective Reach ....................................................................................... 15 3.33 Enforced (panel) Turnover ...................................................................... 15 3.34 Engagement ............................................................................................ 15 3.35 Event Types ............................................................................................. 16 3.36 Exclusive Reach ...................................................................................... 16 3.37 Fragmentation (Audience) ....................................................................... 16 3.38 Frequency ................................................................................................ 16 3.39 Gold Standard ......................................................................................... 16 3.40 “Good” Households or Respondents ....................................................... 16 3.41 GRP ......................................................................................................... 16 3.42 Home Language ...................................................................................... 16 3.43 Household Purchaser .............................................................................. 17 3.44 Housewife ................................................................................................ 17 3.45 HUT ......................................................................................................... 17 3.46 Individual Viewing Statements ................................................................ 17 3.47 Lead-in / Lead-out ................................................................................... 17 3.48 Linear TV ................................................................................................. 17 3.49 Live Audience .......................................................................................... 18 3.50 Main Purchaser ....................................................................................... 18 3.51 Makegood ...............................................................................................