SAARF and Partners Plan New Audience Currency

South African organisations including research body SAARF plan to introduce a new audience currency to replace the discontinued AMPS measure, and will consult with interested parties at a meeting in Johannesburg on 2nd March.

SAARF and Partners Plan New Audience CurrencyThe project is a collaboration between the Marketing Association of South Africa MA(SA), the Advertising Media Forum (AMF), and the Association for Communication and Advertising (ACA). In an exclusive interview on web site , SAARF Chairman Virginia Hollis and Greg Garden, CEO of (MA(SA)) told Michael Bratt the move comes in response to ‘growing concerns from marketers and their agencies about the brand, product and intermedia usage research void that has occurred arising from the withdrawal from SAARF of the media owner associations, and the resulting lack of funding for such research’.

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Originally posted at Daily Research News Online
17th February 2017