SABC suffers after Generations exit

By Drum Digital
12 October 2014

While there were reports this week that the popular 8pm SABC1 slot was doing better following drama Skeem Saam's replacement of legendary soapie Generations, it seems the opposite is true.

While there were reports this week that the popular 8pm SABC1 slot was doing better following drama Skeem Saam's replacement of legendary soapie Generations, the City Press has suggested otherwise.

"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," it reports.

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

These figures are said to have been confirmed by reliable sources in the ad placement industry and their assessment is 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.

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