The Broadcast Research Council of South Africa (BRC) announced that its Total Video Measurement (TVM) system will launch in South Africa on January 1, 2027. This significant development marks a key shift in how audience consumption is measured across the nation's diverse media landscape. The new system aims to provide a unified measurement for television and online video audiences, integrating data from both platforms into a single, full currency. This integration is expected to offer a more holistic and accurate view of audience behavior, reflecting the evolving ways in which content is consumed today. The BRC confirmed this launch date after reviewing findings from its 2026 Establishment Survey, a key step in validating the readiness and methodology of the new system. The introduction of TVM is set to replace the existing Television Audience Measurement Survey (TAMS), signifying a modern approach to media measurement that aligns with global industry trends.
Unified Video Measurement Details
The Total Video Measurement (TVM) system is designed to act as a unified currency for video consumption across various platforms, providing a consistent and reliable metric for the industry. The new system will encompass linear television, time-shifted viewing, connected television, and online video content, ensuring that all major forms of video engagement are captured. This full approach aims to capture the full spectrum of how audiences engage with video, moving beyond traditional broadcast metrics to include digital and on-demand consumption. The TVM system is engineered to provide a granular understanding of viewing habits, acknowledging the convergence of traditional and digital media.
The BRC's TVM system will offer two distinct reporting levels to cater to different analytical needs, providing flexibility and depth for stakeholders. These levels include "Broadcaster Total TV" and "Total Video." The "Broadcaster Total TV" level will likely focus on traditional broadcast content, including linear and time-shifted viewing of content originated by broadcasters, offering insights into their core audience reach. In contrast, the "Total Video" level will provide a broader perspective, integrating all forms of video consumption, including content from over-the-top (OTT) platforms and user-generated content sites. The system's measurement capabilities will extend to viewing across linear television, time-shifted television, connected television, and online video consumed on personal devices such as smartphones, tablets, and computers, providing a complete overview of audience behavior across all screens. This dual-level reporting structure is intended to serve both traditional broadcast analysis and the broader digital ecosystem, offering unparalleled insight into how content is consumed.
Implementation and Transition
Real Total Video Measurement (TVM) test data will become accessible to broadcasters, agencies, and advertisers starting at the end of October 2026. This key period of data availability will precede the official launch of the unified system, allowing stakeholders to familiarize themselves with the new metrics, methodologies, and reporting formats. This pre-launch access is designed to facilitate a smooth transition and allow the industry to adapt to the new measurement standard effectively.
The Broadcast Research Council of South Africa (BRC) plans to introduce programme- and episode-level digital reporting in mid-2027. This advanced functionality is expected to provide more granular insights into content performance across digital platforms, offering detailed analytics on specific shows and episodes, which is vital for content creators and advertisers. This level of detail will enable a deeper understanding of audience engagement with particular content pieces, regardless of the platform on which they are viewed.
Regarding the transition from the old to the new system, the BRC confirmed that there will be no interim TV-only phase for the new system. This decision shows the commitment to a fully integrated, multi-platform measurement from the outset. Additionally, there will be no back-trending of the new TVM data to historical TAMS data, indicating a clear break from previous measurement methodologies and emphasizing the forward-looking nature of the TVM system. This ensures that the new data set is clean and free from legacy biases, providing a fresh start for industry measurement.
BRC's Role and Industry Impact
The Total Video Measurement (TVM) system will replace the existing Television Audience Measurement Survey (TAMS) as the industry standard, marking a significant evolution in media research in South Africa. The new system will report viewing of broadcaster content outside the time-shift window, along with platforms such as Netflix and YouTube, at a platform level. This means that content viewed on major streaming services will also be accounted for, providing a more complete picture of total video consumption. The Broadcast Research Council of South Africa (BRC) retains responsibility for the research panel, which forms the foundation of the measurement, ensuring its representativeness and accuracy. The BRC is responsible for the overall measurement methodology, guaranteeing scientific rigor and consistency. The council will also oversee the daily production of currency data, providing timely and actionable insights to the industry. Additionally, the BRC is responsible for defining reporting rules and for the certification of software used in the measurement process, ensuring consistency and accuracy across the industry and maintaining the integrity of the data. This full oversight by the BRC ensures that TVM will serve as a strong and reliable currency for the South African media landscape.
