GfK to fill Nielsen’s shoes as latter plans its exit from SA market

“Broadcasters can prove their reach, agencies can plan with clarity, and advertisers can be sure every (ZAR) rand is working.” 

The BRC says it is working with Nielsen, as the existing TAMS provider, to coordinate an orderly transition. Nielsen will continue to deliver data until Phase One of the new measurement service launches on 1 January 2027. 

Reports the local television industry website, TV with Thinus: “South Africa’s broadcasters asked for an overhaul of the existing TAMS service and identified gaps in measuring the total video audience, which continues to fragment and splinter across linear, recorded and catch-up, streaming, and other platforms and means.” 

Nielsen confirms South African exit 

Nielsen confirmed in early September that it would be leaving South Africa within the next 12 months, ending a 30-year tenure in the country. 

The company was founded in 1923 and is one of the world’s biggest market research and data analytics companies, employing over 30,000 people in 100-plus countries. 

In a LinkedIn post commenting on the exit announcement, industry executive Oresti Patricios said Nielsen had set a global benchmark for data and analytics, helping South Africa align and compete on the international stage. 

“Their presence has elevated the standards of our industry, fostering collaboration even among competitors. In moments when systems faltered, we’ve relied on each other to ensure clients had access to the critical data they needed. This spirit of collaboration, even in competition, is what makes this loss so profound,” he wrote. 

“We’re witnessing a step back – a loss that impacts not just our industry but the broader economic landscape of South Africa,” said Patricios, who is CEO of the Ornico Group, a marketing insights and intelligence company.