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South Africa’s media and advertising industries are facing a major shake-up after global media and analytics firm Nielsen announced its decision to exit the local market within the next 12 months.
Nielsen currently manages the Television Audience Measurement Survey (TAMS), which provides vital viewership data used by broadcasters, advertisers, and media planners across the country. This data helps determine programming schedules, advertising rates, and media buying strategies – essentially shaping the business of television.
Transition Underway
The Broadcast Research Council of South Africa (BRC), which oversees audience measurement in the country, has moved quickly to respond to Nielsen’s planned departure.
In a statement, the BRC confirmed that a new service provider has been identified and formal appointment processes are underway. While the full deployment of the new measurement system will take 15 to 18 months, the BRC is implementing interim measures to ensure the industry continues to receive uninterrupted data during the handover.
Nielsen will continue providing its services during this transition period and has committed to working closely with the BRC and its newly selected partner to ensure a smooth and reliable process.
Why This Matters
Audience data plays a critical role in the broadcasting ecosystem. Television ratings determine:
- How much advertisers are willing to spend on specific time slots.
- Which programmes are renewed or cancelled.
- Scheduling decisions across free-to-air and subscription platforms.
Any disruption in audience measurement could affect how billions of rands in advertising are allocated and impact strategic decisions for both broadcasters and brands.
Fixing Existing Gaps
Nielsen’s departure also comes at a time when the current TAMS service had already been under review. Independent audits of the system flagged several shortcomings that needed to be addressed. These included concerns around transparency, data quality, and the system’s readiness to accommodate changes in how South Africans consume content – including streaming and on-demand platforms.
The BRC said it would use this transition to improve these areas and deliver a more robust, future-ready measurement system that aligns with international best practices.
Nielsen’s Position
Nielsen said its decision to exit South Africa follows a global business review and is part of its wider strategy to refocus on other markets. However, the company has reassured clients and partners that it will honour all contractual obligations and support the transition.
This decision does not affect its operations in the rest of the EMEA region. Additionally, NielsenIQ (NIQ) – a separate company spun off in 2021 and focused on consumer insights – confirmed that it will continue operating in South Africa and has no plans to exit the market.
What Comes Next?
According to the BRC, more details about the new audience measurement provider will be made public within the next two weeks. The council has also committed to open communication with all stakeholders throughout the process – including broadcasters, media agencies, advertisers, and regulators.
While the next 12 to 18 months may present challenges, the BRC is confident that the outcome will be a stronger, more advanced audience measurement system for South Africa.
A Turning Point for TV
Nielsen’s exit marks the end of an era for audience tracking in South Africa. But it also presents an opportunity. As TV consumption habits continue to shift – with more viewers using streaming services, mobile devices, and catch-up platforms – the industry needs measurement tools that can keep up.
The BRC believes that this transition will ultimately deliver a system better suited to today’s viewing realities, safeguarding the interests of broadcasters, advertisers, and viewers alike.