MultiChoice, owner of pay-TV services SuperSport, M-Net and DStv, is to launch its digital TV audience measurement research device which uses Return Path Data (RPD) services and which can be extracted directly from DStv decoders. This data will complement the South Africa Advertising Research Foundation’s (SAARF) TAMS data.
The device, DStv-i, will enable MultiChoice to develop an in-depth understanding of DStv viewing patterns by more defined target market groups. It will also help to unlock new and innovative ways to connect with this lucrative upper end market. DStv-i has been modelled on the BSkyB “Skyview’ panel, the Sky New Zealand AMS panel and the DirectTV panel in the States; all operated by TNS.
The initial phase of DStv-i will see 2,000 Single and XtraView reporting households with the intention of further increasing this with additional PVR households later in 2010 and HD measurement in 2011. The external launch of the data is planned for mid July of 2010.
Using this data the MultiChoice group is able to monitor and track viewership data over the 2010 FIFA World Cup. The Opening Ceremony that took place on 11 June was broadcast on SuperSport3 from 14h00-15h00 and attracted 480,000 Digital viewers aged 4+.
The first match of the tournament, South Africa versus Mexico, achieved a reach of 1,197,000 DStv viewers aged 4+ on SuperSport3. This equates to a share 45.9% of total DStv viewers aged 4+ between 16h00-18h00 available at that time.
The Opening Ceremony recorded a peak TVR (Television Viewer Rating) of 6.7, and an average rating of 6.1 TVRs against total DStv viewers during the broadcast.
The live SA vs Mexico game achieved a peak TVR of 17.4, a peak audience of 1,365,000 DStv viewers and an average rating of 15.2 TVR’s against all DStv viewers during its broadcast. This level of rating is 13% higher than TVRs achieved for the Super 14 Final (on SuperSport1), and 78% higher than ratings achieved during the Nedbank Cup Final (on SuperSport4).
