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Roots 007 on a screen near you
Roots 007, commissioned by the Newspaper Advertising Bureau (NAB) is scheduled for release between 13 and 19 March 2007 in Johannesburg, Durban and Cape Town. With 23 000 interviews having been conducted independently in 92 communities by Research Surveys, NAB’s Roots 007 survey promises comprehensive data pertinent to advertisers, marketers, brand managers and media agencies.
“Our last ROOTS survey in 2004 covered 17 300 interviews in 58 defined areas,” says John Bowles, joint MD of NAB. “We’ve grown considerably from our last efforts.”
“We’re very pleased that as each Roots survey is concluded, the overall demand for more regionalised information gets stronger and stronger. We are able to offer far more insightful data into whether people read their community papers; what other media they consume; if editorial coverage in community newspapers remains relevant to them; understanding how readers use their communities; how and where they shop, what and where they buy, where major racial shifts are and where their headspace is,” he says.
Roots 007 is twice the size of AMPS and while the latter delves into all LSM levels, the former focuses on purchasing decision makers (PDMs) living in formal housing in more urban areas, and by nature are the more economically active. By virtue of this definition, NAB ensures that Roots has proper representation of the higher LSM brackets.
Research includes areas in which NAB is operational and areas in which NAB is not represented.
The launch presentations will take place as follows:
- Johannesburg: 13 March, Nu Metro Il Grande Cinema, Montecasino
- Durban: 15 March, eMakhosini Boutique Hotel, 3 Lumsden Crescent, Morningside
- Cape Town: 19 March, The Bay Hotel, 69 Victoria Road, Camps Bay
Each presentation will be preceded by cocktails at 4.30pm; presentation starts 5.30pm. To book your seat or for enquiries, email by 1 March. Limited seating available.
