Traditional TV viewing stable – BRC

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The Broadcast Research Council of South Africa has released its Television Audience Measurement Update. It’s found that traditional television viewing remains stable despite the growing use of on-line streaming services. The Council also found that load shedding has had a negative impact on viewership and advertisers.

Over The Top media services also known as OTTs such as Netflix, You Tube and Showmax, have been gaining momentum in the South African television market. It’s believed they will replace normal TV viewing in days to come. However, research by the BRC shows otherwise.

Nielsen Media Managing Director, Terry Murphy, says TV is never going to die; she says OTTs merely take a small share of viewers from traditional television viewing. She’s says while these online streaming services have grown in the country, they only account for 13% of the market.

Murphy says viewership on SABC channels has remained stable in the last ten years. Research shows that while the introduction of Openview HD and pay TV services like DSTV have taken a share of its viewership. The SABC’s channels one, two and three still account for 45% of viewing.

Murphy also says load shedding has also impacted television viewing; which means that advertisers have not gotten the amount of ratings they paid for.

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