SAARF AMPS and RAMS 2003A - introduction and key findings

WHAT is SAARF
The South African Advertising Research Foundation (SAARF) provides the only common research currency for the advertising, marketing and media industries in South Africa. Through our major products, the All Media and Products Survey (AMPS), the Radio Audience Measurement Survey (RAMS), the Television Audience Measurement Survey (TAMS), and the Universal Living Standards Measure (SU-LSM), we provide our three stakeholder industries with detailed information about the population's media and product consumption habits. From these surveys, you can identify and profile the readers, listeners, viewers, cinemagoers and Internet users, those who are exposed to outdoor billboards and other outdoor media types, as well as the users of numerous products, services and brands. Furthermore, the AMPS survey is a so-called single source survey. Demographics, media consumption, and product/brand consumption are available from the same respondents. This makes it possible for advertisers and their agencies to select the media that would be best to reach users of a specific product/brand, while media owners can use the data to sell advertising to the right marketers.

Technical bacground