PAMRO, established in 1998, aims to ensure that media research methodologies across Africa are consistent, resulting in a pool of harmonised media research data in a standardized format.
Users will be able to combine research results across various countries and as well as form multi-country databases. The standardization process will benefit all stakeholders, from media owners to marketers and their respective media and advertising agencies.
Cowper says: "This initiative was necessitated by the fact that advertisers with multi country interests are increasingly buying their media from a central location, resulting in a demand for compatible data across all markets in which they have an interest."
Other committee representatives include Research International Africa's Tendai Mkhiza (South Africa), George Waititu from the Steadman Group (East Africa), Gerry van Dyck, Research International (Ghana) and Telmar SA's Lauren Shapiro.
