SAARF standardizes media research in sub-Saharan Africa

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Mongezi Mtati

Stone City, Zanzibar, hosted the seventh Pan Africa Media Research Organisation (PAMRO) meeting and All Africa Media Research Conference recently where the agenda focused on the harmonisation of multi-country data and the challenges facing media audience measurement and targeting.

The events was sponsored and organized by the South African Advertising Research Foundation (SAARF).

African countries from Cameroon to Zimbabwe and Mauritius are all using the basic SAARF AMPS methodology, while similar surveys will soon be executed in Botswana, Malawi, Mozambique and Zambia.

PAMRO's first Honorary President Piet Smit says: "PAMRO will make Africa the world leader in providing a research database for the growing number of global advertising agencies, marketers and media owners."

The annual meeting and conference rotates between countries and will be held in South Africa in 2006.