This year’s final, between the Bulls and Stormers, which was broadcast live by SuperSport and the SABC, attracted 2.9 million viewers, 30% of whom were black.

Around 60% of people watched the match on the SABC, resulting in a significant growth in black viewership, which increased by 127% this year (840 000 viewers) compared to the 2009 final.

BMI’s James Monteith said the actual audience figure is much higher if you took into account the social aspect of watching a final together with friends.

‘Out-of-home viewing by people with no private access to a TV or purely because it’s more fun watching at a venue with friends, can add substantially to the total audience,’ Monteith said.

‘This can add an additional 50% to the audience for events with no broadcast on free-to-air TV, and between 23% to 35% for events that are broadcast on free-to-air TV.

‘With out-of-home viewing added to the recorded television audiences, the total number that watched the final is likely closer to 3.7 million adults.’

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