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Johannesburg - Almost one in four South Africans watched the 2010 FIFA World Cup opening match in their homes, with audiences peaking during the final exciting five minutes as South Africa and Mexico battled for a winning goal.
The true total audience will be considerably higher once out-of-home and time-shifted viewing is calculated. Millions of people watched the game in pubs and fan parks.
In a first look at in-home viewing, the South African Advertising Research Foundation's (Saarf's) Television Audience Measurement Survey (TAMS) data show that the combined TV audiences (SABC and Supersport) averaged 10.1 million and peaked at 11.1 million.
TAMS contractor AGBNielsen, through a self-funded initiative, will also be providing information on time-shifted viewing during the course of the tournament.
The level of support for Bafana Bafana is evident in viewing figures for other matches. According to Nielsen research and panel manager Candice Ulrich, the match between Uruguay and France pulled a little over half as many viewers - 5.7 million.
"We look forward to seeing what out-of-home viewing figures show through Nielsen's mobile-powered Life360 initiative," she says. "We anticipate these to be extremely high."
Interestingly, a million more South Africans saw Mexico's goal than the earlier South African score, thanks to audience build-up.
Male and female in-home audiences were equal and the live audience at Soccer City was over 84 000.
Nielsen's Three Screen Project - which includes Life360 - also comprises an Internet Panel. This will be converged with its PVR panel to see how homes divide their time across the two media, while giving a user-centric view of people's internet activities.
"As global data become available, Nielsen will show which media are being used to keep up with World Cup matches and results," says Ulrich.
The Nielsen Company is a global market and media research company.
- Fin24.com