DStv reveals its World Cup viewership
The MultiChoice group will soon launch their DStv-i digital TV audience measurement research service using Return Path Data (RPD) services to accurately measure audience performance and to complement SAARF TAMS data.
RPD is a data stream that can be extracted directly from the DStv digital set-top boxes to provide extremely accurate tracking of the channels viewers watch and the services they use.
DStv-i is based on Return Path Data (RPD). This means that the decoder as opposed to a peoplemeter is used to capture viewing behaviour.
The initial phase will see 2000 Single and XtraView reporting households with the intention of further increasing this with additional PVR households later in 2010 and HD measurement in 2011. The external launch of the data is planned for mid July of 2010.
DStv-i has been modelled on the BSkyB ‘Skyview’ panel, the Sky New Zealand AMS panel and the DirectTV panel in the States; all operated by TNS.
DStv-i will enable MultiChoice to develop an in-depth understanding of DStv viewing patterns by more defined target market groups. It will also help to unlock new and innovative ways to connect with this lucrative upper end market.
The 2010 Soccer World Cup
With this data the MultiChoice group is able to monitor and track all viewership activity, of particular interest at this time, viewership data over the 2010 Soccer World Cup.
SuperSport, being the progressive Channel in Sport coverage will be broadcasting all 2010 Soccer World Cup games live on its dedicated soccer channels, SuperSport3, SuperSport4 and on SuperSport HD.
The Opening Ceremony that took place on the 11th June was broadcast on SuperSport3 from 14h00-15h00 and attracted 480,000 Digital viewers aged 4+.
On Friday 11th June, the first match of the tournament, South Africa versus Mexico, achieved a reach of 1,197,000 DStv viewers aged 4+ on SuperSport3. This equates to a share 45.9% of total DStv viewers aged 4+ between 16h00-18h00 available at that time.
“Considering this excludes out of home, SSHD and guests it is a remarkable performance”. Says Brenda Wortley, Head of Research and Strategy at Oracle Airtime Sales
The Opening Ceremony recorded a peak TVR (Television Viewer Rating) of 6.7, and an average rating of 6.1 TVRs against total DStv viewers during the broadcast.
The live SA vs Mexico game achieved a peak TVR of 17.4, a peak audience of 1,365,000 DStv viewers and an average rating of 15.2 TVR’s against all DStv viewers during its broadcast. This level of rating is 13% higher than TVRs achieved for the Super 14 Final (on SuperSport1), and 78% higher than ratings achieved during the Nedbank Cup Final (on SuperSport4).
Unlike the traditional Soccer audience on SuperSport, viewers of the opening game had a higher than average level of Female viewers. The opening game profiled 35% below the age of 24, 38% between 25-49, and 27% aged 50+.
“Traditional Friday evening viewing was turned on its head with audiences tuning out of their regular Friday programmes into SuperSport live broadcasts. All DStv channel genres reflected shifts in audience share ranging from between 5% to 40%. An exciting and positive start to an amazing event!” says Brenda Wortley.
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