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GfK wins BRC bid to modernize South Africa’s media measurement
The Broadcast Research Council of South Africa (BRC) has selected GfK, an NIQ company, to lead the country’s comprehensive audience measurement for radio and television. The appointment marks a significant step for South Africa’s media and advertising sectors, with the goal of delivering consistent, actionable insights into audience behaviour across platforms.
Following a competitive tender process, GfK was awarded the Radio Audience Measurement System (RAMS) contract in June 2025. Data collection has already begun, with the first results expected in the first quarter of 2026. In parallel, GfK will design and implement the country’s new Total Video Measurement service, aligning South Africa’s television currency with evolving viewing habits.
Comprehensive measurement for an evolving media landscape
Gary Whitaker, CEO, BRC: "We are pleased to partner with GfK and NIQ for the next chapter of audience measurement in South Africa. The selection process was thorough and competitive, and GfK’s proposals stood out for its commitment to methodological rigour and proven global expertise. This partnership will provide the industry with data that is both reliable and future-ready, supporting strategic decision-making across the marketing, media, and advertising landscape."
The agreement reflects the BRC’s objective to ensure the country’s audience measurement standards remain globally competitive and technologically advanced. The Total Video Measurement service will integrate data from broadcast, connected TV, and eventually on-demand platforms, creating a unified view of South African media consumption.
Hybrid methodologies for cross-platform audience insights
Lee Risk, Vice President, Media Measurement, GfK: "GfK is proud to partner with the BRC and the South African Radio and TV industries to deliver comprehensive, future-ready media measurement solutions tailored to the unique dynamics of South Africa. This collaboration reflects a shared vision for innovation in media measurement and insights, and we're confident in the strength of this partnership to elevate the industry."
GfK’s Radio360 model combines traditional and digital measurement methods, including hybrid recruitment for radio diaries and the integration of streaming data. The company’s approach will provide daily viewing data for broadcasters while offering advertisers and agencies detailed insights to optimise media planning and evaluate return on investment.
Global expertise meets local relevance
This development follows the BRC’s announcement confirming GfK as its preferred provider for both radio and television audience measurement. With media measurement operations in more than 25 countries, GfK applies its international experience to deliver what it calls the Full View™ of audience behaviour — connecting multiple data sources to reflect how consumers engage with content across platforms.
