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Inflation Watch figures show the march of DStv in ad wars
by Gill Moodie (@GrubstreetSA) The big story of the recently released Inflation Watch figures from Ibis Media Data Services for 2012 is the march of Naspers’ pay-TV giant DStv.
The media inflation figures – that measure the cost of reaching consumers by buying adverts in the media – go out to Ibis’ subscribers, which are mostly in the advertising and marketing industries. The data includes media delivery (performance in terms of print circulation, radio listenership and TV viewership) and value (the “Media Inflation Watch” or “MIW”, that is, performance versus the ad rates).
The recent figures compare those of 2012 to that of the previous year, 2011.
Bearing in mind that new weighting measures were introduced to RAMS and TAMS (that measure radio and television audiences) in the third quarter of 2011 so that the only real trend measure for these sectors is the Rate Index rather than the performance-linked MIW, Ibis said that television ad rates were up by 1.82% .