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Advertising & Audiences

SAARF, founded in 1974, conducts marketing and media audience research for advertisers, media marketers, and media makers in South Africa. This includes data on household characteristics and media penetration.

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Advertising & Audiences

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  1. Advertising & Audiences

  2. SAARFwww.saarf.co.za

  3. The South African Advertising Research Foundation(SAARF) founded in 1974to undertake marketing and media audience research

  4. Stakeholders?: • Advertisers • Media marketers • Media makers

  5. SAARF Membership Association of Marketers (ASOM) Association of Advertising Agencies (AAA), Advertising Media Forum (AMF) Cinemark National Association of Broadcasters (NAB), including Community Radio Stations and the SABC Outdoor Advertising Association of South Africa (OAASA) Print Media South Africa (PMSA)

  6. 1997 – Marketing Industry Trust formed Adv Levy 1997: 0,65%, 1998 onwards: 1% Beneficiaries:Advertising Standards Authority (ASA), Freedom of Commercial Speech Trust & SAARF Financing

  7. Ongoing: All Media and Products Survey (AMPS) Radio Audience Measurement Survey (RAMS) Television Audience Measurement Survey (TAMS) SAARF Universal Living Standards Measure (SU-LSM) SAARF Products

  8. Advertisers are interested in audiences by brand, medium, programme, profile

  9. Single Source AMPS Data Media used Products and Brands used Characteristics of Users

  10. HOUSEHOLD DATA1994-2001

  11. Home Owned % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  12. Home Owned % Sample rural: 2 946 (’94), 4 094 (’97), 5 062 (’01) Sample urban:11 552 (’94), 27 363 (’97), 23 853 (’01) Population, rural Households: 3 202 000 (’94), 3 403 000 (’97), 3 669 000 (’01) Population, urban Households:4 798 000 (’94), 5 074 000 (’97), 5 882 000 (’01)

  13. Electricity % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  14. Microwave Oven % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  15. Refrigerator % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  16. Hi-Fi/Music Centre % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  17. Hi-Fi/Music Centre % Sample rural: 2 946 (’94), 4 094 (’97), 5 062 (’01) Sample urban:11 552 (’94), 27 363 (’97), 23 853 (’01) Population, rural Households: 3 202 000 (’94), 3 403 000 (’97), 3 669 000 (’01) Population, urban Households:4 798 000 (’94), 5 074 000 (’97), 5 882 000 (’01)

  18. Television Set % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  19. Land Line Telephone % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  20. Income: Up to R2499 % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  21. Income: R2500 - R5999 % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  22. Income: R6000+ % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all SA Households: 8 000 000 (’94), 8 479 000 (’97), 9 550 000 (’01)

  23. ACTIVITIES - STARTING OUT SINGLES

  24. PERSONAL DATA1994-2001

  25. Urban Dwellers % Sample size: 11 552 (’94), 27 363 (’97), 23 853 (’01) Population, urban South Africans 16+: 14 231 000 (’94), 14 957 000 (’97), 17 451 000 (’01)

  26. Education % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  27. Education-Matric % Sample rural: 2 946 (’94), 4 094 (’97), 5 062 (’01) Sample urban:11 552 (’94), 27 363 (’97), 23 853 (’01) Population, rural 16+: 10 308 000 (’94), 10 765 000 (’97), 11 557 000 (’01) Population, urban 16+:14 231 000 (’94), 14 957 000 (’97), 17 451 000 (’01)

  28. Education-Post Matric % Sample rural: 2 946 (’94), 4 094 (’97), 5 062 (’01) Sample urban:11 552 (’94), 27 363 (’97), 23 853 (’01) Population, rural Households: 3 202 000 (’94), 3 403 000 (’97), 3 669 000 (’01) Population, urban Households:4 798 000 (’94), 5 074 000 (’97), 5 882 000 (’01)

  29. Working Full-Time % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  30. ACTIVITIES - NEW PARENTS

  31. BOUGHT LOTTERY TICKETS - 1 13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks Gender Age

  32. Own/Rent/Use Cellphone % N/A Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  33. MEDIA PENETRATION 1994-2001

  34. Readership is not circulation AMPS is not ABC- Audit Bureau of CirculationNor is it ABIS- Audit Bureau of Internet Stats

  35. Can Read and Understand % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  36. Any Newspaper/Magazine % N/A Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  37. Radio - Past 7 Days % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  38. Radio - Past 7 Days % Sample rural: 2 946 (’94), 4 094 (’97), 5 062 (’01) Sample urban:11 552 (’94), 27 363 (’97), 23 853 (’01) Population, rural Households: 3 202 000 (’94), 3 403 000 (’97), 3 669 000 (’01) Population, urban Households:4 798 000 (’94), 5 074 000 (’97), 5 882 000 (’01)

  39. Not the NY sewers Not the Poynter eyetrack Not the Media Effects lab (PSU) Interview questionnaire: Prompt card (Comp Ass Pers Intv) Self-completed section:155 FMCG How SAARF surveys: Methods

  40. A diary for extra info on radio listening habits over 7 days. Electronic meters for extra info on TV viewing habits. Works via remote cntrl. (24 hrs) No focus groups or ethnographic study More methods

  41. Top TV stations: sabc 1: 48.5% sabc 2: 18.2% etv: 14.2% sabc 3: 9.4% mnet: 6.1% dstv: 2.8% TAMS

  42. Proportion of viewers watching a show, multiplied by total numbers watching TV at that point in time. Excludes less than 20 secs viewing, and deferred (videotaped viewing). Amps Rating (AR)

  43. 3549 individuals between 30 July & 5 Aug Represents 11 445 000 adults. Demographics = SA gender. Disproportions: race; age; income. TAMS sampling

  44. TV - Past 7 Days % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  45. SAARFLIVING STANDARDSMEASURE(LSMs)

  46. SAARF Living Standards Measure (LSM) LSMs are composed of 13 aspects related to standard of living and the index was divided into 8 groups: LSM 1– LSM 8

  47. Variables used for LSMs 1-8 1. Polisher and or vacuum cleaner 2. Fridge and or freezer 3. TV set 4. No water or electricity 5. Washing machine 6. No car in household 7. Hi-Fi / Music centre 8. Sewing machine 9. Non-supermarket shopper 10. Rural dweller (Outside Gauteng & W Cape) 11. No domestic worker 12. No VCR set 13. No tumble drier

  48. LSMs – National % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  49. LSMs – Gauteng % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

  50. LSMs – KZN % Sample size: 14 498 (’94), 31 457 (’97), 28 915 (’01) Population, all South Africans 16+: 24 539 000 (’94), 25 722 000 (’97), 29 007 000 (’01)

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