TAMS Council Minutes 27 October 2005
S o u t h A f r i c a n
A d v e r t i s i n g R e s e a r c h F o u n d a t i o n
Association Incorporated under Section 21 Reg. No. 73/1617208
MINUTES OF A MEETING OF THE SAARF TELEVISION AUDIENCE MEASUREMENT COUNCIL HELD ON THURSDAY 27OCTOBER 2005 AT 15:30 AT THE SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON
1.PRESENT:Brian McMillan
Brenda Wortley
Chris Eyre
Claire O’Neil
Clive Corder
Damir Adamovich
Deborah Lombard
Erica Simpson
Errol Burrows
Martin Urry
Noleen Janse van Rensburg
Nosipho Gama
Piet Smit
Rene Koumaras
Rodney Chalmers
Tshifhiwa Mulaudzi
Apologies were recorded forChris Brewer, Hank Bento, Jennie Potter, Johann Koster, Kami Pregaladhan, Paul Haupt and Terry Murphy.
Piet Smit, who chaired the meeting, welcomed those present.
- APPROVAL OF THE MINUTES OFTHE MEETINGOF 20 OCTOBER 2005
The minutes of the meeting held on 20 October 2005were approved after Hank Bento noted an important point regarding an agreement that, events with no flighting / film codes shall get a default code of 999 in TVEvents.
- FINALISING OF THE AGENDA
The agenda that was provided to members prior to the meeting was approved without amendment.
4.NEW PANEL DEVELOPMENTS AND VIEWING TRENDS
Chris Eyre’s PowerPoint presentation is attached.
4.1Pollux / PCTips comparison
The presentation to compare audience levels between Pollux and PCTips was updated and showed that slight differences still existed. It was noted that existing differences between these systems do not illustrate any interesting impressions. For instance, total HH’s showed the least difference of 0.8%. It was also indicatedthat PCTips does not have as accurate validation rules as Pollux hence the latter validates all demographics.
4.2TVEvents Industry data
Problems with TVEvents data are continual, and it was noted that file comparisons between current system and TVEvents show many differences. It was indicated that broadcasters checked parallel run of two systems and are concerned about discrepancies. The previous decision was reversed at a meeting between thebroadcasters and AGB Nielsen Media Research. It was agreed to,for a 6 week period do a parallel run of one day’s data. It was agreed to use Monday 24 October 2005 as the first day, Tuesday 1 November 2005 and so on. The decision taken was that AGBNielsen Media Research will send data files to Telmar the following day and after analysis will be forwarded to broadcasters. Telmar will provide the data to the broadcasters on Monday. Broadcasters preferred to assess data runs of the two systems themselves because only an experienced person would be able to pick up discrepancies.
Broadcasters were invited to visit AGB Nielsen Media Research to familiarise themselves with how TV Events works.
Erica Simpson presented examples of video recordings of sponsorship data from which it was clear that there was a need for transferring of knowledge, in particular because not all broadcasters are coding events in the same way.
It was regarded as absolutely essential that AGB Nielsen Media Research use the same codes that broadcasters and agencies use. It was noted that if TV Events was to be used on the day that the SABC compared these three stations, they would have lost about R1million in revenue.
- NEXT MEETING
It was agreed that the next meeting will take place on Tuesday 01 November 2005 at 15:30 at SAARF.
Signed as a true record of the proceedings on this day of …....November 2005.
Signature
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Directors: S du Plessis, H Gabriels (Chair), P Haupt (Dr) (CEO), NF Holdsworth,
L Holley, M Jakins, JF Loubser, M Makhene, BW McMillan, A Muthuma, MF Nussey