1

TAMS COUNCIL MINUTES WEDNESDAY 5 AUGUST 2009

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 COUNCILHELD ON WEDNESDAY5 AUGUST2009 AT 09H00AT THE INDABA HOTEL, WILLIAM NICOL ROAD, FOURWAYS

PRESENT

Angie Hammond / Lerlynn Lee
Brenda Wortley / Martin Urry
Candice Ulrich / Michelle Bohme
Chris Eyre / Mpho Mokone
Claire Welch / Mukesha Amarial
Damir Adamovich / Paul Haupt
Dimitri Martinis / Rodney Chalmers
Heather Kennedy / Sharon Penhallrick
Jenniffer Daniels / Tshifhiwa Mulaudzi
Kami Pregaladhan

Apologies were recorded for Daan van Vuuren, Ettiene van den Berg, Johan Koster and Lorna Long.

  1. RIM WEIGHTING VARIABLES

A warning for 50 or less respondents will be placed in the TAMS software to make users aware that they are now using small sample sizes.

The television council agreed on the following variables that they would like TAMS to be weighted to and the SABC started the list with:

  • All Adults 15+

  • Adults LSM 5-7

  • Household Purchaser
/ All SABC, but essentially SABC 2 and 3
  • Adults LSM 5-8
/ SABC 1
  • Adults LSM 8-10
/ SABC 2
  • Adults LSM 7-10
/ SABC 3

In addition to the above target markets, e-tv would like to have the following variables weighted:

  • Housewives
  • Mothers with children
  • Adults LSM 5-6
  • Adults LSM 2-4
  • Adult Females, LSM 7-10
  • Adult Black males, 18+ years
  • Adult WCI males, 18+ years

M-Net and DSTV then added the following variables to the ones already mentioned by SABC and e-tv.

M-Net:

  • Adults LSM 8-10
  • High Income
  • Children LSM 8-10, 4-14years

DSTV:

  • DSTV Adults 15+ years
  • DSTV 4+
  • DSTV Adult men
  • DSTV Adult women
  • DSTV Housewives
  • DSTV Black adults 15+ years and black individuals 4+ years
  • DSTV 15-34 years
  • DSTV 35+ years
  • DSTV 4-14 years children
  • DSTV premium
  • DSTV Compact
  • It was also mentioned that we should include all the other variables that we already weight to.

It was agreed that LSM be weighted as follows:

  • LSM 1-4
  • LSM 5
  • LSM 6
  • LSM 7
  • LSM 8
  • LSM 9
  • LSM 10

It was agreed that children will refer to 4-14 year olds and adults will refer to 15+ year olds in future.

It was also agreed that Chris Eyre would take the above and compile a list that excludes all duplications. This list would then be e-mailed to all the TAMS Council members for agreement.

Signed as a true record of the proceedings on this…………day of………………………..2009.

Signature

54 Queens Road, Bryanston

P O Box 98874 Sloane Park 2152 Tel : (011) 463-5340/1/2 Fax : (011) 463-5010

e-mail address : Website : http//:

Directors: L Benjamin, R Chalmers, C Daniels, S F du Plessis (Chair), Q Green, P Haupt (Dr) (CEO), N F Holdsworth,L Holley,

P Middleton, M Siluma (Vice Chair), T Stafford, G Wertheim-Aymes, B Wortley