Nielsen to Exit South Africa, Raising Questions Over Future of Audience Measurement

Global media analytics giant Nielsen has confirmed it will exit South Africa within the next 12 months, a move set to reshape the country’s media, marketing, and advertising landscape.

The company, a global leader in audience measurement and data analytics operating in more than 100 countries, has had a long-standing presence in South Africa through its Johannesburg offices in Rosebank. Nielsen provides services spanning media planning, marketing optimisation, and content data and is most critically the service provider for the Broadcast Research Council (BRC) of South Africa, the industry body responsible for television and radio audience measurement.

In a statement, Nielsen said the decision followed a “considerable business review.” The firm has already notified its employees and the BRC of its plans to wind down operations but has pledged to support a smooth transition.

Responding to Nielsen’s exit, the BRC confirmed it will oversee the move to a new provider. The council has already shortlisted a replacement and is finalising the appointment process. It has assured stakeholders that it is working closely with Nielsen to ensure uninterrupted data during the handover and will release more details within two weeks.

The BRC expects a full transition to a new audience measurement system to take 15–18 months, though interim measures will be introduced to keep data flowing to the industry during the changeover.

Nielsen’s departure adds to a growing list of multinational companies scaling back or shutting down operations in South Africa. Consulting heavyweight Bain & Company recently closed its local office, while mining majors such as Anglo American have reduced operations and Shell has sold off its downstream and forecourt businesses.

In the financial sector, several international banks – including HSBC, BNP Paribas, Barclays Plc, Standard Chartered Plc, and Société Générale – have exited South Africa after maintaining relatively small operations in the country.

Despite these high-profile exits, South Africa continues to draw fresh investment. Upcoming entrants include Club Med and OKU Hotels in the leisure and travel sectors, while Tata Motors is preparing to re-enter the passenger vehicle market. Mining activity is also seeing new life, with West Wits Mining set to open the country’s first underground gold mine in 15 years – a sign that global investors still see opportunities in the region.