SAARF AMPS and RAMS 2003A - introduction and key findings

18 Sep 2003

There's a long list of media owners who're going to be celebrating following the release of SAARF AMPS 2003A and RAMS 2003A released on 18 SEPTEMBER 2003.

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

The surveys, both AMPS and RAMS, were conducted by SAARF's contractor, Nielsen Media Research.

Interviewing for AMPS was conducted from July 2002 to June 2003, using CAPI (Computer Assisted Personal Interviewing).

RAMS diaries and the self-completion products and brands questionnaire were placed at the end of each AMPS interview, and collected a week later.

Both AMPS and RAMS 2003A made use of a large national sample of 27 644 respondents.

Segmentation tools

The first 12-month information for SAARF Lifestyles is now being released. This includes the 10 SAARF Lifestyle groups, determined through statistical analysis of this data.

SAARF Branded Data is now into its second survey and full 12-month data will be released simultaneously with the other results on 18 September 2003.

Demographic and personal data

There is very little change in terms of education, where figures are extremely stable.

Access to services and ownership of durables remain at similar levels.

Average household income increases are 1.4% ahead of CPI.

Employment levels have stayed constant, with a significant drop in the number of people classifying themselves as unemployed.

Media consumption

Newspaper readership in total continues an upward trend, with significant growth for daily newspapers.

Weekly newspaper readership remains at the higher levels reached 12 months ago.

Magazine readership is stable, with the majority of titles maintaining their readership levels.

One in every 12 magazine titles has shown significant growth.

The newspaper/subscriber magazine sector decline has been halted.

Cinema attendance is unchanged.

Outdoor advertising exposure to billboards and store advertising continues to grow.

Internet usage remains constant.

Average day individual radio station audiences remain very stable.

Demographic profiles of radio listeners are very consistent with the previous survey.

Average daily listenership has increased.

Time spent listening to radio has increased slightly, mainly due to a new "Radio only" diary.

Number of radio stations listened to has increased over the previous survey.

Source: For the complete AMPS 2003A data, visit the SAARF website at www.saarf.co.za.

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