The South African Audience Research Foundation (SAARF) is a non-profit organisation which publishes media audience and product/brand research on traditional media.[1]
SAARF
Founded
December 4, 1974 (1974-12-04)
Purpose
Direct and publish media audience and product/brand research
It was formerly known as the South African Advertising Research Foundation (following a name change in 2012).[1][2][3]
It is primarily known for its research surveys AMPS, RAMS and TAMS[4][5] in addition to other products such as SAARF Development Index and the SAARF Universal Living Standards Measure (LSMs).[6]
1975: First research report, SAARF AMPS 1975 (a joint venture with the National Readership Survey).[7]
1985: Casper Venter (first General Manager of SAARF) retires. Gert Yssel (formerly Deputy Director General of the SABC) steps in to fill the position.[9]
1987: Outdoor was included in AMPS for the first time (was measured again in 1988, 1991 & 1995).[9]
1980s (Mid): MARST (Marketing and Advertising Research and Standards Trust) was conceived, to handle the collection of the levy and distribute to ASA (Advertising Standards Authority) and SAARF.[8]
1996: A new MD of SAARF is appointed, Mike Gorton, who was tasked with a strategic review of SAARF's budget and future plans.[8]
2000: SAARF increased the scope of its activities after it conducted strategic reviews to find out what the Industry wanted.[8]
2012 (May): SAARF started using IHS Global Insight Regional eXplorer suite of models for their population estimates (previously used Bureau of Market Research of UNISA (BMR)).[10]
2012 (July): Name changed to "South African Audience Research Foundation".[1][2][3]
2013 (June): NAB gives notice of its resignation from SAARF (effective 31 December 2014).[11][12]
2013 (June): Clare O’Neill (chairman) withdrew from the board after SAARF Annual General Meeting (AGM).[13]
Surveys
The surveys are done by Nielsen on behalf of SAARF.[1]
All Media and Products Survey (AMPS): covers the total population of South Africa that is at least 15 years of age (prior to 2009, the survey covered persons 16 years and older). Interviewers with laptops do in-home interviews using Double Screen - Computer Assisted Personal Interviewing (DS-CAPI).[7] The AMPS data is released twice a year, based on 12-month rolling data.
Radio Audience Measurement Survey (RAMS): At the end of the above mentioned interview, a RAMS diary (containing a list of radio stations in South Africa) is left with the respondent for a week so as to gain radio listenership.[7] The RAMS data is released six times a year, based on period-on-period as well as year-on-year data.
^"SABC, e.tv support NAB resignation from Saarf". 27 June 2013. Retrieved 30 September 2013.
^"Saarf/NAB future: broadcasters relish in rocking the boat". Retrieved 30 September 2013.
^"SAARF remains without a chairman of the board". 8 July 2013. Retrieved 2 October 2013.
^"SAARF Technical Reports". saarf.co.za. Retrieved 2 October 2013.
^"AMPS Presentations". saarf.co.za. Retrieved 2 October 2013.
External links
Official website
August 20, 2023
south, african, audience, research, foundation, this, article, multiple, issues, please, help, improve, discuss, these, issues, talk, page, learn, when, remove, these, template, messages, this, article, relies, excessively, references, primary, sources, please. This article has multiple issues Please help improve it or discuss these issues on the talk page Learn how and when to remove these template messages This article relies excessively on references to primary sources Please improve this article by adding secondary or tertiary sources Find sources South African Audience Research Foundation news newspapers books scholar JSTOR September 2013 Learn how and when to remove this template message This article may rely excessively on sources too closely associated with the subject potentially preventing the article from being verifiable and neutral Please help improve it by replacing them with more appropriate citations to reliable independent third party sources September 2013 Learn how and when to remove this template message Learn how and when to remove this template message The South African Audience Research Foundation SAARF is a non profit organisation which publishes media audience and product brand research on traditional media 1 SAARFFoundedDecember 4 1974 1974 12 04 PurposeDirect and publish media audience and product brand researchLocationBryanston Gauteng City of Johannesburg Metropolitan Municipality South AfricaWebsitesaarf wbr co wbr zaFormerly calledSouth African Advertising Research FoundationIt was formerly known as the South African Advertising Research Foundation following a name change in 2012 1 2 3 It is primarily known for its research surveys AMPS RAMS and TAMS 4 5 in addition to other products such as SAARF Development Index and the SAARF Universal Living Standards Measure LSMs 6 Contents 1 History 2 Surveys 3 AMPS Features 4 See also 5 References 6 External linksHistory Edit1973 24 October Formation of SAARF South African Advertising Research Foundation announced 7 1974 4 December Formally established 7 8 1975 January Operations began 7 1975 First research report SAARF AMPS 1975 a joint venture with the National Readership Survey 7 1985 Casper Venter first General Manager of SAARF retires Gert Yssel formerly Deputy Director General of the SABC steps in to fill the position 9 1987 Outdoor was included in AMPS for the first time was measured again in 1988 1991 amp 1995 9 1980s Mid MARST Marketing and Advertising Research and Standards Trust was conceived to handle the collection of the levy and distribute to ASA Advertising Standards Authority and SAARF 8 1990 31 January MARST is formed 8 1992 November MARST is terminated 8 1996 A new MD of SAARF is appointed Mike Gorton who was tasked with a strategic review of SAARF s budget and future plans 8 2000 SAARF increased the scope of its activities after it conducted strategic reviews to find out what the Industry wanted 8 2012 May SAARF started using IHS Global Insight Regional eXplorer suite of models for their population estimates previously used Bureau of Market Research of UNISA BMR 10 2012 July Name changed to South African Audience Research Foundation 1 2 3 2013 June NAB gives notice of its resignation from SAARF effective 31 December 2014 11 12 2013 June Clare O Neill chairman withdrew from the board after SAARF Annual General Meeting AGM 13 Surveys EditThe surveys are done by Nielsen on behalf of SAARF 1 All Media and Products Survey AMPS covers the total population of South Africa that is at least 15 years of age prior to 2009 the survey covered persons 16 years and older Interviewers with laptops do in home interviews using Double Screen Computer Assisted Personal Interviewing DS CAPI 7 The AMPS data is released twice a year based on 12 month rolling data Radio Audience Measurement Survey RAMS At the end of the above mentioned interview a RAMS diary containing a list of radio stations in South Africa is left with the respondent for a week so as to gain radio listenership 7 The RAMS data is released six times a year based on period on period as well as year on year data Television Audience Measurement Survey TAMS AMPS Features EditSample Size of Survey per annum 9 14 Sample Size Urban Rural1975 16 6341985 22 4741995 14 6432002 29 791 24 616 5 1752005 24 412 20 412 4 0002013 25 108 21 112 3 996Number of items covered in AMPS 9 15 AMPS 1975 AMPS 1985 AMPS 1995 AMPS 2010B AMPS 2011B AMPS 2012B AMPS 2013BNewspapers 45 36 41 52 53 55Daily Newspapers 22 19 17 21 22 23Weekly Newspapers 23 17 24 28 28 29Bi Weekly 1 1 1Monthly Newspapers 2 1 2Supplements 0 0 40 127 133 129Magazines 34 35 44 162 148 146Radio Stations 9 18 28 187 205 228 240TV Channels 0 4 6 159 171 167TV Terrestrial 0 4 6TV Satellite 0 0 0See also EditList of newspapers in South Africa List of magazines in South Africa List of radio stations in South AfricaReferences Edit a b c d SAARF Website Retrieved 17 September 2013 a b SAARF changes name retains acronym Retrieved 23 September 2013 a b SAARF has had a name change Retrieved 23 September 2013 Do we need SAARF Yes Retrieved 23 September 2013 Traversing South Africa s media research landscape 7 August 2013 Retrieved 23 September 2013 Government Communications SAARF 2002 Retrieved 23 September 2013 a b c d e f All about SAARF and the AMPS family of surveys Retrieved 17 September 2013 a b c d e f The SAARF Levy A short history and a review of the current situation Retrieved 23 September 2013 a b c d A History of SAARF 1974 1999 SAARF Methodology Retrieved 2 October 2013 SABC e tv support NAB resignation from Saarf 27 June 2013 Retrieved 30 September 2013 Saarf NAB future broadcasters relish in rocking the boat Retrieved 30 September 2013 SAARF remains without a chairman of the board 8 July 2013 Retrieved 2 October 2013 SAARF Technical Reports saarf co za Retrieved 2 October 2013 AMPS Presentations saarf co za Retrieved 2 October 2013 External links EditOfficial website Retrieved from https en wikipedia org w index php title South African Audience Research Foundation amp oldid 1135209203, wikipedia, wiki, book, books, library,
