NAB Media Statement The NAB confident about future TV & Radio audience research Johannesburg 19 August 2013

The NAB will ensure that funding of SAARF and its various measurement systems for TV broadcasting (TAMS), radio (RAMS) and AMPS in South Africa continues until the NAB resignation from SAARF takes effect in December 2014. Thereafter NAB (broadcaster) funding will go to a new research structure focusing on its own radio and television audience research as well as its own establishment survey with effect from 1 January 2015. We realise that exiting SAARF is unprecedented and the industry concerns are therefore to be expected, however we believe that the 17 month period is adequate to develop bestpractice alternatives relevant to this dynamic industry, said Nadia Bulbulia (Executive Director) of the NAB. The NAB is committed to maintaining the integrity, stability and continuity of the radio and television research systems until we leave SAARF in December next year, and we will work with SAARF to ensure this is achieved. From January 2015 South African broadcasters under the NAB will implement a new system and intends to adopt best international practice in charting the way forward. We will consult all relevant stakeholders to ensure we have the best possible system ready to implement from 2015. The symbiotic relationship between media owners, agencies and marketers will not suddenly disappear - if anything there is an opportunity for a renewed focus and energy to improve on this relationship. said Bulbulia. Accurate and reliable audience measurement is essential for strategic decision making by broadcasters and is a primary consideration in advertising decisions. Unhappiness about the efficiency and robustness of current audience measurement increased after an international audit of the Television Audience Measurement System (TAMS) commissioned by SAARF revealed serious shortcomings. Following the results of the TAMS audit conducted by CESP of France, the NAB has called for a similar audit of RAMS. The TAMS process going forward includes a new multi-year agreement with Nielsen, the global marketing research company currently responsible for the TAMS panel, and includes the urgent expansion of the TAMS panel of households from the current 1 700 to 2 500 households which television broadcasters agree should be implemented urgently. This has long been proposed as a solution to many of the inefficiencies affecting audience measurements, as the existing panel is too small to support the diversity and complexity of the South African television market. Increasing the TAMS panel was also recommended by CESP of France which reported earlier this year. Note to editors The National Association of Broadcasters includes the SABC (television and radio), e.tv and the pay TV players (DStv, and TopTV), almost all commercial radio licensees (including media groups, Africa Media Entertainment, Kagiso Media and Primedia Broadcasting), more than 30 community radio licensees and the community broadcasting service Trinity Broadcasting Network (TBN).

The NAB has given notice of its resignation to SAARF. The notice period will be from 31 December 2013 until 31 December 2014. The NAB is committed to working closely with SAARF during the notice period to maintain the quality and integrity of the current audience research products. From January 2015 the NAB will set up its own system to manage television and radio audience measurement through a structure to be determined.

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Contact: NAB - 011 325 5741 e-mail: lois@nabsa.co.za