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SAARF RAMS November 2013
SAARF RAMS November 2013 establishes a new trend line for radio listening data in South Africa, following the inclusion of new population data into the survey.
The inclusion of population estimates modelled on the latest data from Statistics SA's Census 2011 has had a marked effect on this release of RAMS, as was the case for AMPS Jun 2013, released in October this year.
For the past decade, the annual population estimates applied to SAARF's media audience surveys have been based on the population data from Census 2001. Since official census data is only available every ten years, population estimates must be made to ensure that SAARF's media currencies stay abreast of population changes in the country.
Estimates of actual population levels are modelled by SAARF's demographic contractor, IHS, using sources of data such as birth, death, emigration, immigration, and AIDS infection rates.
With the recent release of Census 2011 data down to a magisterial district level, SAARF has now incorporated this 2011 population data into RAMS and AMPS, with TAMS following suit early next year.
This release of RAMS reflects mid-2013 population updates, incorporating results from Census 2011, and estimated up to 2013 levels by IHS.
