South African Audience Research Foundation

History

• 1973 : Formation of SAARF announced.
• 1974 : Formally established.
• 1975 : Operations began.
• 1975: First research report, SAARF AMPS 1975.
• 1985: Casper Venter retires. Gert Yssel steps in to fill the position.
• 1987: Outdoor was included in AMPS for the first time.
• 1980s : MARST was conceived, to handle the collection of the levy and distribute to ASA and SAARF.
• 1990 : MARST is formed.
• 1992 : MARST is terminated.
• 1996: A new MD of SAARF is appointed, Mike Gorton, who was tasked with a strategic review of SAARF's budget and future plans.
• 2000: SAARF increased the scope of its activities after it conducted strategic reviews to find out what the Industry wanted.
• 2012 : SAARF started using IHS Global Insight Regional eXplorer suite of models for their population estimates.
• 2012 : Name changed to "South African Audience Research Foundation".
• 2013 : NAB gives notice of its resignation from SAARF.
• 2013 : Clare O’Neill withdrew from the board after SAARF Annual General Meeting.

  Surveys

• All Media and Products Survey : covers the total population of South Africa that is at least 15 years of age. Interviewers with laptops do in-home interviews using Double Screen - Computer Assisted Personal Interviewing. The AMPS data is released twice a year, based on 12-month rolling data.
• Radio Audience Measurement Survey : At the end of the above mentioned interview, a RAMS diary is left with the respondent for a week so as to gain radio listenership. The RAMS data is released six times a year, based on period-on-period as well as year-on-year data.
• Television Audience Measurement Survey .

  AMPS Features