SABC takes a knock

2014-10-12 06:00

Contrary to reports this week that youth drama Skeem Saam performed better than the soapie Generations, which it has replaced for two months in SABC1’s coveted 8pm slot, ratings studied by City Press reveal that the opposite is true.

Skeem Saam has, in its first week, seen 1.38?million viewers (14.5% of the audience) switch to other channels.

Generations left off at 10.2?million viewers, while Skeem Saam averaged 8.9?million in its first week.

More crucially for the SABC, though, Skeem Saam is earning 40% less money for the public broadcaster, according to its rate card values for adverts placed in the slot.

Whereas a 30-second ad in Generations cost R230?000, it now costs R180?000 during Skeem Saam.

The figures have been confirmed by reliable sources in the ad placement industry.

They say that the rates are not just influenced by an audience drop, but that the SABC offered ads at 21.7% less than the Generations rate to keep advertisers happy with the scheduling change.

The 1.38?million viewers have migrated to a variety of other shows.

The biggest winner is SABC2, which picked up 240?000-odd new viewers, and e.tv will be smiling all the way to the bank after gaining 200?000 new viewers.

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