SAARF Board decides about cooperation with TGI

During 2001, TGI approached the South African Advertising Research Foundation (SAARF) with a proposal for a co-operative relationship in which TGI would purchase the print measurement from SAARF to attach to the TGI branded data. As part of this proposal, however, TGI insisted that SAARF stopped doing branded information. After an investigation, this offer was turned down by the SAARF Board.

Earlier this year, TGI again approached SAARF with a request to provide the industry with a fused TAMS/TGI and a combined AMPS/TGI print sample. With the best interests of the industry at heart, the Board decided to reconsider the TGI proposal to work together.

At the request of the SAARF Board, two independent experts, Dr. Daan van Vuuren, a research consultant, and Professor Johan Martins of the Bureau of Market Research at UNISA, reviewed the situation to see what advantages, if any, would flow from such a relationship.

Based, inter alia, on their report, the Board decided at its recent meeting not to enter into any cooperative relationship with TGI.