Global audience measurement giant Nielsen has announced it will exit the South African market within the next 12 months, marking the end of a decades-long presence in the country.
The company confirmed the decision following a strategic review of its global operations. The move will affect local audience measurement services currently used by broadcasters, advertisers, and agencies across South Africa.
In a statement, the Broadcast Research Council of South Africa (BRC) said it had already identified a new provider to take over Nielsen’s role and that a formal appointment process was underway. To
ensure continuity, Nielsen will continue fulfilling its contractual obligations during the handover period, while the BRC implements interim solutions until the new system is fully operational.
The transition is expected to take 15 to 18 months, with the new audience measurement framework designed to deliver greater transparency, reliability, and innovation.
Despite the exit, NielsenIQ (NIQ)—the independent spin-off company focusing on consumer and retail insights—confirmed it will remain active in South Africa, ensuring that clients continue to receive data and analytics in that sector.
Industry analysts note that Nielsen’s departure signals a significant restructuring in South Africa’s media research landscape.
For advertisers and broadcasters, the change could usher in new methodologies that better reflect shifting consumption patterns in an increasingly digital-first market.
“This is an important moment for our industry,” the BRC said. “Our goal is to ensure a seamless transition that strengthens audience measurement in South Africa and delivers even more value to the market.”
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