Introducing a monthly analysis of TV viewership figures by Inge Hansen (@mecnotabene) In March 2014, as history leads us to expect, the most popular local drama on South African television was Generations, a necessary daily fix for many that delivers consistently high viewing patterns.
In an analysis across adults 18+ in the mid-tier (LSM 5-7) and top-end (LSM 8-10), there appears to be noticeably different patterns in terms of where the viewership came from before tuning into Generations and, subsequently, what channel they watched next.
Throughout both markets, a large portion of the viewership came from e.tv programming, with the highest rating point for Generations during the month culminating at a 30.7 AMR (Average Minute Rating) for the mid-tier and a much lower 15 AMR for the top end.
In terms of where they went next if they tuned in away from SABC1, for the mid-tier, SABC2 and e.tv were the most frequent subsequent programming choices,with some occurrences of the TV being turned off.
For the top-end, there was a higher instance of DStv being the primary channel move as Generations ended, as well as SABC2. Mzanzi Magic featured strongly for both the top-end and the mid-tier.
Love for soccer
Close to home, in an analysis of soccer fixtures (a popular South African pastime), we can see certain matches in particular were much anticipated.
In looking at local vs international matches, local matches or those featuring Bafana Bafana delivered the best audience viewership across both the mid-tier and top end consumers. During March, the top two fixtures in terms of ARs were the International Friendly between South Africa and Brazil, and the Absa Premiership clash between Orlando Pirates and Kaizer Chiefs — acknowledging, however, that Orlando Pirates and Kaizer Chiefs are widely recognised as being the most supported teams in South Africa, which explains the diverse audience their clash attracted.
Access to more DStv sport channels means that consumers within the top-end can indulge more in the international soccer scene, and more of this programming is expected in their viewing habits.
| LSM 5-7 Adults (18+) Live + VOSDAL, National | ||
| Channel | Programme | AR’s |
| SABC 1 | INTERNATIONAL FRIENDLY :SOUTH AFRICA VS BRAZIL | 263.2 |
| SABC 1 | ABSA PREMIERSHIP ORLANDO PIRATES VS KAIZER CHIEFS | 256.2 |
| SABC 1 | NEDBANK CUP GOLDEN ARROWS VS MAMELODI SUNDOWNS | 130.8 |
| SABC 1 | ABSA PREMIERSHIP PLATINUM STARS VS MARITZBURG UNITED | 127.4 |
| SABC 1 | ABSA PREMIERSHIP POLOKWANE CITY VS FREE STATE STARS | 110.3 |
| LSM 8-10 Adults (18+) Live + VOSDAL, National | ||
| Channel | Channel | AR’s |
| SABC 1 | INTERNATIONAL FRIENDLY :SOUTH AFRICA VS BRAZIL | 99.2 |
| SABC 1 | ABSA PREMIERSHIP ORLANDO PIRATES VS KAIZER CHIEFS | 67.6 |
| SuperSport 3 | BARCLAYS PREMIER LEAGUE MANCHESTER UTD VS LIVERPOOL | 42.0 |
| SABC 1 | NEDBANK CUP GOLDEN ARROWS VS MAMELODI SUNDOWNS | 37.0 |
| e.tv | UEFA CHAMPIONS LEAGUE:CHELSEA VS GALATASARAY | 35.4 |
Even when adding another local sport passion point into the mix for March — rugby — the top-performing fixture did not change from soccer and the International Friendly between South Africa and Brazil (5 March 2014), for both the mid-tier and top-end.
However, the quantity watched of each sport changed dramatically between the LSM groups, with access to various Supersport channels also being a factor. Viewers within LSM 5-7 predominantly watched soccer on SABC1, while LSM 8-10 viewers were more likely to watch Supersport on DStv and the Vodacom Super Rugby fixtures featured strongly.
With the increased quality of sport programming, commentary and live feeds, coupled with the strain on the average consumer’s wallet, televised sport should continue to be a viable option for sports fans.
Impact of Earth Hour?
And, finally, with millions around the globe pledging their participation in Earth Hour 2014 (29 March), would a look at TV consumption habits reveal the drive to switch off for 60 minutes?
A Post-Campaign Analysis on Total Individuals over the Saturdays in March during the 20h30-21h30 time-band, revealed a 4% increase in the number of advertising spots on 29 March, with ARs at an equitable level to the Saturday before. Although the two final Saturdays of the month had slightly lower ARs than the previous three, no substantial decrease in viewership was observed during Earth Hour.
Data sources: Arianna & Telmar, Programme analysis excludes programming repeats.
Inge Hansen is an analytics and insights strategist for MEC NotaBene Cape Town. Working with diverse brands across the agencies client portfolios, her previous media experience includes time in the print industry with Media24. Inge will contribute Thinking TV, a monthly analysis of South African TV viewership figures, to MarkLives. Follow @mecnotabene for regular media updates.
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