SAARF TAMS Counsel: 10 th December 2009

Universe Change Overview: Households 000’s January 2010

The Detail:Households 000’s 2006 Last Audit 2007ab2008a2009a No-Pay 6,3957,1056,9117,449 Index Satellite 1, 0621,1861,6202,107 Index M-Net “Only” Index M-Net “Both Index Total Universe7, 6368, 4508, 6759, 698 Index

Significant Changes: 2008a – 2009a Total Households grew +11.3% LSM % E.Cape+16.7% KwaZulu+16.6 Mpumalanga+14.4 Cities & L.Towns+12.4% Rural+15.8 NguniSothoEnglishAfrikaans No-Pay+7.6%+ 9.1%+ 7.3%+ 6.1%+ 2.6% Satellite % Nguni/Sotho satellite households have been combined to date - sample size issue Because of satellite growth [incl. Compact], investigating separating Nguni & Sotho, with RIM structure changes 2010

Current TV Content Quality: General Current issues around viewing levels & ratings – clearly ratings are depressed Never EVER just 1 reason for TAMS effects ie: besides the universe change - another effect is operating Confusion between the effects of changing to Universe 2008a And the effects of current TV programme content quality Broadcasters are aware that quality currently not good Situation aggravated by enormously popular sport in previous months ie: Forecasting “Historical period” data contains higher Sport ratings “Future period” actuals have no significant sport events & lower ratings Users need to be aware that current programme content is affecting current ratings...and that future forecasts need to adjust for this

Current TV Content Quality: Total TV: All Adults: Mon-Fri: National Pre-Peak issue, not post-Peak NB: These effects outside of any Universe changes May be travel time disruptions in major metro’s, affecting get “home time”

Current TV Content Quality: Total TV: All Adults: Mon-Fri: National: NB:2008 Sport & other content issues will always affect ratings – but 2008 data much more stable

Current TV Content Quality: SABC 1: All Adults: Mon-Fri: National “Generations” is showing lower ratings But ratings loss comes through in early Peak – once a viewer is lost, she doesn’t come back

Current TV Content Quality: SABC 2: All Adults: Mon-Fri: National

Current TV Content Quality: SABC 3: All Adults: Mon-Fri: National

Current TV Content Quality: e-TV: All Adults: Mon-Fri: National

Current TV Content Quality: DSTV Commercial: All Adults: Mon-Fri: Pay-TV Increasing DSTV ratings erosion in “Generations” time, suggests increasing Compact representation having effect. IE: Compact households watching “Generations” either digital or analogue, both are credited to SABC 1

Current TV Content Quality: General These findings are significant The effects are greater than the universe change Content issues are confusing the universe change issue

Viewing Data Comparisons: General Week: 16 November 2009 analysed twice Through existing universe – BLUE Same week, but new 2009a universe -RED

Viewing:SABC 1All Adults % New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing:SABC 1All Adults 000’s New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing:SABC 2All Adults % New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing:SABC 3All Adults % New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing:e-TVAll Adults % New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National

Viewing:M-NetAll Adults % New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing:M-Net All Adults ǾǾǾ New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing:DSTV TAll Adults % New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Viewing:DSTV T All Adults ǾǾǾ New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV

Unitam PVR Test: General All Unitam referencing & processing hardware installed Software configured & installed System up & running normally PVR viewership & TSV available in Unitam system for viewing Tom Flood currently here All Gauteng technicians fully trained in Unitam installs & maintenance 45 PVR households recruited 18 installed & running

Unitam PVR Test: Distribution of PVR HH’s Greater Johannesburg24 households Soweto2 W.Rand5 E.Rand8 Pretoria19 Vaal2 Total installed60 households Reporting data on 50 Unitam households

PVR & TSV Measurement:

DTT Panel: Viewing Trends

DSTV Compact Households: 2008a Compact proper representation was 80 Compact HH’s 2008ab Compact proper representation was 94 HH’s 2009a Preliminary proper representation: 145 HH’s Current: 10 December 2009 DSTV – non Compact375 Compacts113 Total DSTV488

Weekly: Patronage by Language Full Panel:Period: April 2007 to-date Weekly reach: 80-90%

Daily: Time Viewed by Language Full Panel:Period: April 2007 to-date Average Time Spent Viewing: From beginning 2007: 3h28 From Beginning 2009: 3h43 From beginning 2007: 3h17 From Beginning 2009: 3h12

Weekly: Patronage by Language Urban Panel:Period: April 2007 to-date

Daily: Time Viewed by Language Urban Panel:Period: April 2007 to-date From beginning 2007: 3h57 From Beginning 2009: 4h08 From beginning 2007: 3h35 From Beginning 2009: 3h36

Weekly: Patronage by Language Rural Panel:Period: April 2007 to-date Smaller sample sizes shows greater variability

Daily: Time Viewed by Language Rural Panel:Period: April 2007 to-date From beginning 2007: 2h46 From Beginning 2009: 3h06 From beginning 2007: 2h39 From Beginning 2009: 2h51

Weekly: Patronage by Language Full Panel:Period: April 2007 to-date

Daily: Time Viewed by Language Full Panel:Period: April 2007 to-date From beginning 2007: 3h52 From Beginning 2009: 3h57 From beginning 2007: 3h45 From Beginning 2009: 3h48