saarf submission to parliament by dr paul haupt managing director

Parliament 2002 11 13 1

SAARF Submission to SAARF Submission to Parliament By Dr Paul Parliament By Dr Paul

HauptHaupt

Managing DirectorManaging Director

"YOUR "YOUR WINDOW TO WINDOW TO THE WORLD THE WORLD

OF OF RESEARCH"RESEARCH"


SSouth outh AAfrican frican AAdvertisingdvertising RResearch esearch FFoundation – oundation –

SAARFSAARF

(Association Incorporated (Association Incorporated under Section 21 of the under Section 21 of the

Companies Act)Companies Act)

A Non-profit organization A Non-profit organization owned by its membersowned by its members

Operations commenced in Operations commenced in January 1975January 1975


Primary Reason WPrimary Reason Why hy SAARFSAARF Was Was Formed - 1Formed - 1

To measure the readership of To measure the readership of newspapersnewspapers

and magazinesand magazines

the listenership of radio stationsthe listenership of radio stations

the viewership of TV channels, etcthe viewership of TV channels, etc

as well as the as well as the consumption of consumption of productsproducts

and services by users of the mediaand services by users of the media


Primary Reason WPrimary Reason Why hy SAARFSAARF Was Was Formed - 2Formed - 2

These are required for:These are required for: the the selection of media for selection of media for advertising campaignsadvertising campaignsthe the buying and selling of media buying and selling of media space or air-timespace or air-timeandandthus to enable efficient Target thus to enable efficient Target MarketingMarketing


The Tripartite Nature Of The Tripartite Nature Of SSAARFAARF

SAARFSAARF

MARKETERMARKETERSS

MEDIA OWNERSMEDIA OWNERS

CINEMACINEMA

INTERNET INTERNET

OUTDOOROUTDOOR

PRINTPRINT

RADIO RADIO

TVTV

ADVERTISING ADVERTISING AGENCIESAGENCIES


SAARF Activities & ProductsSAARF Activities & ProductsAll Media and Products Survey All Media and Products Survey (AMPS)(AMPS)Radio Audience Measurement Radio Audience Measurement Survey (RAMS)Survey (RAMS)Television Audience Television Audience Measurement Survey (TAMS)Measurement Survey (TAMS)

SAARF Development IndexSAARF Development IndexSAARF Living Standards SAARF Living Standards MeasureMeasurePan African Pan African MMedia edia RResearch esearch OOrganisation (rganisation (PAMROPAMRO))


Evolution Of Media Evolution Of Media Audience Research In A Audience Research In A

Changing WorldChanging World 19741974

Group Areas Act – Separate Group Areas Act – Separate Living Areas for race Living Areas for race groups enforced by lawgroups enforced by law

Results published in separate Results published in separate volumesvolumes

Even then people were moving Even then people were moving into the traditional white into the traditional white suburbssuburbs



Changing WorldChanging World 1974 - 19881974 - 1988

Urbanization, increased mobility Urbanization, increased mobility of population, the minibus taxi of population, the minibus taxi industry, spread of industry, spread of supermarket shoppingsupermarket shopping

Demographics losing there Demographics losing there powerpower

New segmentation tools New segmentation tools requiredrequired



Changing WorldChanging World 1989 - 19941989 - 1994

The Advent of the SAARF Living The Advent of the SAARF Living Standards MeasureStandards Measure

LSM proves to be more powerful LSM proves to be more powerful than any individual than any individual demographicdemographic

Continuous development of the Continuous development of the LSMLSM




Race removed from AMPS Race removed from AMPS Pocket EditionPocket Edition

19961996

SAARF forced by a few SAARF forced by a few influential users to bring race influential users to bring race back as reporting variableback as reporting variable




Data for different race groups Data for different race groups published for the last time in published for the last time in separate volumesseparate volumes

1999 & 20001999 & 2000

Data published in language and Data published in language and LSM volumes onlyLSM volumes only




Data published in one report for Data published in one report for the total adult population of the total adult population of South Africa as a wholeSouth Africa as a whole

PlusPlusLSM volumesLSM volumes


The 2001 Parliamentary The 2001 Parliamentary HearingsHearings

During the 2001 hearings, SAARF’s During the 2001 hearings, SAARF’s research was described as “racist”research was described as “racist”

Although the accusation was based Although the accusation was based on outdated information, SAARF on outdated information, SAARF decided to turn this incident into a decided to turn this incident into a positive exercise and use it to positive exercise and use it to stimulate debate about race and stimulate debate about race and racism in the industryracism in the industry


SAARF’s Response To The SAARF’s Response To The 2001 Hearings - 12001 Hearings - 1

A day of public hearings into A day of public hearings into allegationsallegations

Open invitation to make Open invitation to make submissions on possible concerns submissions on possible concerns in this regard and to suggest in this regard and to suggest action steps, if deemed necessaryaction steps, if deemed necessary

Hearings chaired by independent Hearings chaired by independent moderator, Tim Modise, assisted moderator, Tim Modise, assisted by a panel of distinguished expertsby a panel of distinguished experts


SAARF’s Response To The SAARF’s Response To The 2001 Hearings - 22001 Hearings - 2

SAARF Board meeting - 6 March 2002 SAARF Board meeting - 6 March 2002 attended by ASOM, ACA, NAB, OAASA, attended by ASOM, ACA, NAB, OAASA, PMSAPMSA

Race not essential for media planning or Race not essential for media planning or target marketingtarget marketing

Removal of all reference to race in surveysRemoval of all reference to race in surveys

Industry encouraged to take this Industry encouraged to take this opportunity to think anew about current opportunity to think anew about current practices used in target marketing and practices used in target marketing and media selectionmedia selection


Outcome Of The SAARF Outcome Of The SAARF Hearings - 1Hearings - 1

Hearings regarded as a first step in a Hearings regarded as a first step in a process process

Segmentation workshop to investigate Segmentation workshop to investigate possible new segmentation toolspossible new segmentation tools

Inclusion of brands on AMPS, to enable Inclusion of brands on AMPS, to enable marketers to profile the actual users marketers to profile the actual users of brandsof brands

Inclusion of more lifestyle questions as Inclusion of more lifestyle questions as basis of an additional segmentation basis of an additional segmentation tool based on the behaviour of people tool based on the behaviour of people



Media Group Measurement (MGM) Media Group Measurement (MGM) Index, which will enable users of Index, which will enable users of the data to do segmentation based the data to do segmentation based on people’s media exposureon people’s media exposure

Language question in-line with the Language question in-line with the language question as asked in the language question as asked in the Population Census of Statistics Population Census of Statistics South AfricaSouth Africa



Recommends that all stakeholders Recommends that all stakeholders accord more attention to training accord more attention to training and education, especially as and education, especially as regards media planningregards media planning

The LSM workshops introduced The LSM workshops introduced during 2001 to become a regular during 2001 to become a regular part of SAARF’s training programmepart of SAARF’s training programme

Need for the development of new Need for the development of new more advanced training coursesmore advanced training courses



All stakeholders including research All stakeholders including research providers requested to evaluate providers requested to evaluate the communications value chain to the communications value chain to ensure that there are no ensure that there are no intentional or unintentional intentional or unintentional discriminatory practices and to discriminatory practices and to adopt a marketing code of conduct adopt a marketing code of conduct thereby pledging its commitment thereby pledging its commitment to eliminate any residual racial to eliminate any residual racial discrimination and racial targetingdiscrimination and racial targeting



As an important provider of As an important provider of research information SAARF will in research information SAARF will in future work more closely with future work more closely with governmental institutions such as governmental institutions such as GCIS, the Media Development and GCIS, the Media Development and Diversity Agency (MDDA), the Diversity Agency (MDDA), the Department of Communications Department of Communications and Statistics South Africa, where and Statistics South Africa, where requiredrequired


Where do we stand now?Where do we stand now?

SAARF Board Meeting: July 2002SAARF Board Meeting: July 2002

It is clear to everyone inside and It is clear to everyone inside and outside the industry that the outside the industry that the problem does not lie with the problem does not lie with the research and that the removal of research and that the removal of race as a demographic might in race as a demographic might in fact lead people to believe that all fact lead people to believe that all problems have now been resolved problems have now been resolved and thus actually inhibit the and thus actually inhibit the necessary debate and action that necessary debate and action that should centre on the attitudes and should centre on the attitudes and behaviour of people.behaviour of people.


Demographics Available - 1Demographics Available - 1The main demographics available in The main demographics available in

AMPS, RAMS and TAMS are:AMPS, RAMS and TAMS are:Age Group (16 – 24, 25 – 34, 35 – 49, Age Group (16 – 24, 25 – 34, 35 – 49,

50+, and in most cases, the exact 50+, and in most cases, the exact age)age)

Community size (Metropolitan areas, Community size (Metropolitan areas, cities, large towns, small towns, cities, large towns, small towns, large villages, small villages, large villages, small villages, towns/villages with populations of towns/villages with populations of less than 500 and rural areas with less than 500 and rural areas with dispersed populations)dispersed populations)

Employment status (work full time / Employment status (work full time / part time / not working)part time / not working)


Demographics Available - 2Demographics Available - 2

Gender (m / f)Gender (m / f)

Home language (the 11 official languages Home language (the 11 official languages plus “other”)plus “other”)

Household Purchaser (wholly / partly / not)Household Purchaser (wholly / partly / not)

Level of education achieved (school Level of education achieved (school standard and tertiary)standard and tertiary)

Life stages (9 stages)Life stages (9 stages)

Literacy (can read/understand)Literacy (can read/understand)

Metropolitan areas (Pretoria / Cape Town Metropolitan areas (Pretoria / Cape Town etc.etc.

Metropolitan sub-areas Johannesburg North Metropolitan sub-areas Johannesburg North etc.)etc.)


Demographics Available - 3Demographics Available - 3Monthly household / personal incomeMonthly household / personal income

OccupationOccupation

ProvinceProvince

RaceRace

SAARF Universal Living Standards MeasureSAARF Universal Living Standards Measure

SAARF Media Group Measure (SAARF MGM)SAARF Media Group Measure (SAARF MGM)

In addition, there are literally dozens of In addition, there are literally dozens of other variables available on AMPS that other variables available on AMPS that can be used for target marketing and can be used for target marketing and media selectionmedia selection

In total more than 700 variables are In total more than 700 variables are availableavailable


Future VisionFuture Vision

TThe continuing provision of he continuing provision of research data without any racial research data without any racial bias supporting a non-racial bias supporting a non-racial industry within a non-racial industry within a non-racial society society

Continental data for Africa south Continental data for Africa south of the Sahara founded on our of the Sahara founded on our own AMPS research jointly with own AMPS research jointly with our friends to the northour friends to the north


THE SOUTH AFRICAN THE SOUTH AFRICAN ADVERTISING RESEARCH ADVERTISING RESEARCH

FOUNDATIONFOUNDATION(SAARF)(SAARF)

THANK YOUTHANK YOU

Visit us atVisit us at

www.saarf.co.zawww.saarf.co.za

saarf submission to parliament by dr paul haupt managing director

Documents

changing world

media planning

media space

selection of media

saarfs research

saarf submission

saarf board meeting

different race groups