Stakeholders Report 2013South AfRicAn Audience ReSeARch foundAtion

SAARF Stakeholders Report 2013 1

SAARF is no stranger to challenge. As the lynchpin

holding together media audience research in South Africa, SAARF is accustomed to balancing the views, needs and agendas of numerous competing stakeholders, weighing up the requests and demands of various parties, and mediating where industry sectors find themselves disagreeing over what is required.

As one of the most successful multimedia joint industry committees (JICs) in the world, SAARF was ahead of virtually all other countries in its thinking about the necessity for the different media sectors to cooperate in a world where media are converging at a massive rate.

For almost 40 years, SAARF has succeeded in this role, facilitating the cooperation of three industries to jointly produce media audience currencies for all media, currencies which are amongst the best in the world.

This year, however, after almost four decades of working towards the common good, SAARF is facing a challenge which could well tear it apart.

The events of 2013 are by now well known within the media, marketing and advertising industries.

No damage has, as yet, been done to the media audience currencies which are the lifeblood of the industry. But there is the very real risk that irreparable damage will result if stakeholders do not put aside their personal agendas and work for the good of the currencies and not for the good of any one media sector.

I fear that industry sectors will be shocked to find out just how much the route of single-medium research will

cost, and not just in terms of doing the research. Cost is just one consideration;

when media no longer work together to leverage the most expensive aspect of research – the fieldwork – research on the scale to which this industry has become accustomed will become staggeringly expensive.

The other cost which must be borne is the loss of credibility, and with it, the loss of marketers’ trust in the data. Independent research will always be more trustworthy than that done or controlled by media owners. What the local industry has built since the early 70s has been a legacy of media audience research which is pre-competitive, with no bias or skew

towards any one medium. This means a level playing field not only for individual media products, but for media sectors themselves, with no one medium being favoured over another, or advanced at the expense of another.

Let’s be very clear about one thing; the move to single-medium JICs is a step backwards in a world where media sectors have more in common than any time in the past. Single-medium JICs tend to lose credibility and can very easily become champions for a specific medium instead of supplying independent, trustworthy, objective and credible data. Such arrangements may have been acceptable in the past, but with modern thinking about collusion and anti-competitive practices, this will invite scrutiny from the competitions authorities, and justifiably so.

Dr Paul Haupt,

outgoing CEO of SAARF.

“

”

Let’s be very clear about one thing;

the move to single-medium JICs is a

step backwards in a world where media

sectors have more in common than any

time in the past.

CEO’s message

SAARF Stakeholders Report 2013 2

ICASA has already announced that an inquiry into the state of competition in the ICT sector will take place later this year in terms of the Independent Communications Authority of South Africa Act, No 13 of 2000, and one of the objects of the Act is that ICASA should regulate electronic communications in the public interest. It is thus justifiable to ask whether the establishment of single-medium JICs is indeed in the public interest, since media sectors will produce and control their own ratings – ratings that are also required by government bodies such as ICASA and the DOC and should therefore be independent and objective.

Our multimedia approach is not something which should be discarded lightly. Few countries in the world have succeeded in establishing single-source, jointly-controlled and jointly-funded multi-industry media audience research. Yes, there is a need to future-proof our currencies, and to introduce changes which will help them better deal with media fragmentation and proliferation, but make no mistake, what South Africa has built in SAARF is the envy of the world in research circles.

And we have built it by working together, by negotiating, by finding a middle road which meets the needs of all parties.

I urge the industry not to act rashly when it comes to making decisions about the future of currency research in this country. Do not destroy what the men and women who came before us – people with courage and vision and enormous amounts of perseverance and patience – have worked so hard to build and to sustain.

The groundwork has already been done in assessing the industry’s needs into the future. The framework for change is there, but it is useless if the parts tear apart the whole. If there are problems, fix them. If there are disputes, sit down and work through them. And do it together. The industry has worked together for almost 40 years; there is no reason why it should not be able to do so for another 40 years.

I would like to thank all those who have dedicated so much of their time to SAARF because they recognise the value of what we have created together. My hope is that through your continued dedication, media audience research in South Africa will weather the current storm.

For me, it is the end of an important chapter in my life. For almost 16 years I have been part of something much larger than any of us. Being the CEO of SAARF is not a job; you eat, sleep and dream SAARF. It is also one of the most thankless endeavours imaginable because you can never make everyone happy. However, if you believe in the industry and the idea that good and rational people always win through in the end, it is one of the most satisfying jobs.

Thank you to those of you who understood this and who supported me over many years.

I will not forget you.

Dr Paul Haupt

CEO’s message

The framework for change is there, but it is useless if the parts tear apart the whole. If there are

problems, fix them. If there are disputes, sit down and work through them. And

do it together.

“

”

SAARF Stakeholders Report 2013 3

Over its 39-year history, SAARF has weathered its share of troubles, from mere squalls to more

substantial tempests; 2013, however, was the year of the perfect storm.

The year began with the SAARF Board’s Future-proofing Committee continuing to ascertain what changes needed to be made to ensure that SAARF and its research products would remain relevant in a changing media, marketing and advertising world.

The issue of change came to a head however, on 26 June, 2013, at the SAARF annual general meeting, when the National Association of Broadcasters (NAB), advised SAARF of its intention to resign from the joint-industry committee.

In a statement released the day after the AGM, the NAB stated its two main reasons for giving notice of its intended resignation were:

•“therejectionbythe SAARF Annual General Meeting on 26 June 2013 of an NAB proposal to have more equitable representation for

Television and Radio broadcast media on the SAARF Board” (www.nab.org.za). The NAB had requested that its two seats on the board be increased to six; and

•TheNAB’s“growingconcernfortheintegrity of the RAMS and TAMS audience research” (www.nab.org.za). This concern arose over various findings of the TAMS audit, conducted by the CESP (Centre d’Etudes des Supports de Publicité). The CESP’s final report was presented to the SAARF Board on 15 April 2013.

These reasons must be seen against the following background: at the AGM, all other SAARF stakeholders indicated that they agreed that the NAB representation was inadequate, but requested that they be granted an extra two weeks to confer with their stakeholders. The NAB refused and forced a vote that they inevitably lost.

IntermsoftheNAB’sconcernsaboutthe“integrityof the RAMS and TAMS audience research”, the CESP’s overall finding of the TAMS audit was that“themethodologyofTAMScorrespondstointernational best practice on both establishment survey and TAM panel, and that it is comparable to similar surveys in other countries.” The RAMS audit concluded that audience estimates produced by the survey are representative and stable, delivering a credible view of radio listening in South Africa.

Despite attempts on the part of the SAARF Board to resolve the situation amicably, the NAB formally resigned from SAARF in mid-July, 2013.

The association stated that it would serve out a year’s notice, beginning on 1 January, 2014. From 1January,2015,theNABstateditwould“developalternatives in managing the radio and television currenciesfrom2015onward”,assuming“directresponsibility for commissioning broadcast research”.

The NAB, which ceased contributing funds to the Media and Marketing Collection Agency (MAMCA) at the end of December 2013, committed to funding SAARF directly for television and radio industry research through 2014.

The year in review

A new era for media audience research

Former vice-chair of SAARF, Virginia Hollis, acted as chairperson of the Board from July 2013. She was formally elected chairperson by the SAARF Board on 12 March 2014.

Founder of strategic agency Magnetic Connection, Hollis has been involved in media strategy since the eighties. She started FCB SA’s media arm, FCB Global Media, in 1992, which merged in 1997 with The MediaShop. She was MD and head of strategy of The MediaShop until June 2012.

She is a Board member of AMASA and was the chairperson for three years. She has judged at Cannes and Loeries, and sits on the Loeries Board.Shewasawarded“MediaLegend”atthe MOST Awards in 2011.

SAARF Stakeholders Report 2013 4

The year in review

New leadershipIn the immediate aftermath of the NAB’s announcement, the Board was without a chair as SAARF chairperson Clare O’Neil stated at the AGM that she was not available for re-election.

Greg Garden, a representative of the Marketing Association of SA, was approached to fill the position, but after consulting with MA(SA), he advised his unavailability.

As vice chairperson, Virginia Hollis stepped into the breach as acting chairperson.

The Board then embarked on months of consultation with industry stakeholders. By the end of November, it was able to announce its next step in clarifying the future of SAARF.

The Board appointed a new interim CEO, change facilitator Ettiene van den Berg, who was tasked with ushering in the next chapter of media audience research in South Africa, in whatever form that might take.

Van den Berg took over the reins from 1 December 2013, and will continue to oversee SAARF until the end of 2014. Dr Paul Haupt took on the role of executive advisor, working closely with Van den Berg to ensure a smooth transition until his retirement at the end of March, 2014.

Safeguarding the flow of data Despite the cataclysmic changes brought on by the NAB’s resignation, SAARF committed to continue to deliver the industry’s research currencies throughout 2014, while a plan was implemented to ensure that, come 2015 and the end of the NAB’s funding of TAMS and RAMS, the industry’s source of media audience data would not dry up.

SAARF, the SAARF Board and stakeholders began an intensive process of finding a way forward, guided by the findings of the future-proofing survey.

In a bid to expedite the process of transition, the results of this survey were shared with the industry towards the end of 2013.

The ultimate goal is that whatever research model is eventually decided upon, the data produced will still adhere to the high standards of quality and credibility to which the South African market is accustomed.

There remains a clear requirement for a media research body that will manage and administrate the research requirements of stakeholders, so that media audience research in this country remains independent, sustainable, neutral, jointly-funded and, importantly, jointly-controlled.

Ettiene van den Berg was appointed by the SAARF Board at the end of 2013 to help chart a new course for media audience research in South Africa. The former MD of collaborative marketing intelligence firm, BrandFusion, Van den Berg will remain in the position of interim CEO until the end of 2014.

As a seasoned marketing professional, Van den Berg has dedicated 25 years to refining his diverse skills set. Various senior executive leadership positions within corporate media have allowed him to transact business dealings with most sectors of top South African businesses, international brands and government. A client-centric turnaround strategist at heart, he has built up a wealth of experience in the fields of strategy, branding, media, advertising and production.

It is his experience as a change facilitation specialist, as well as a transformational and business coach, that has special relevance to the process of transforming SAARF.

New interim CEO appointed

“

”

There remains a clear requirement for a media research body that will

manage and administrate the research requirements

of stakeholders.

SAARF Stakeholders Report 2013 5

Since 2003, the population estimates underpinning SAARF’s media audience

currencies have been based on the population data from Statistics SA’s Census 2001.

The national census forms the basis of all quantitative research in South Africa. Since it is conducted only once every decade however, SAARF makes use of annual population updates to ensure that its surveys remain abreast of population changes in the country.

SAARF’s demographic contractor, IHS, uses data from the census, as well as sources such as birth, death, emigration, immigration and AIDS infection rates, to produce estimates of actual population levels. Complex models are used to determine the best estimate of the South African population to a national, provincial and magisterial district level. These estimates are applied annually to all the SAARF surveys.

New census dataBy March 2013, top-line data from Census 2011 had been released by Stats SA. In the interest of stability, SAARF decided to incorporate the 2011 census data into all SAARF products only when all data, right down to the magisterial district level, was available. In this way, AMPS, RAMS and TAMS would experience only one major change when the full set of census data was incorporated.

The new population figures were incorporated into AMPS Jun 13 (July 2012-June 2013) released in October 2013, into RAMS November 2013, and into TAMS on 3 March 2014.

The population increased by 6.5%, with an additional 2.279-million adults being added into the universe. The changes in population were not uniform across the country, with a very clear migration taking place to the country’s large economic centres, changing the rural:urban split. Gauteng’s population alone rose by over 1.3-million.

The age and race profile of the population also shifted significantly.

The inclusion of this updated data had a marked effect on all SAARF’s media audience currencies, setting new trend lines for each medium.

AMPS beyond 2014Despite the changes happening at SAARF, the foundation committed to delivering the industry media audience currencies through 2013 and 2014.

In early 2014, a consensus was reached by stakeholders that AMPS would be rolled

over into 2015 for the sake of continuity and to safeguard the industry currency research. Stakeholders agreed that more time was needed before they could decide on a way forward that would best meet the industry’s needs.

SAARF’s research products

SAARF delivered the following media audience research currencies in 2013:

Deliverables

The All Media and Products Survey (AMPS)

• AMPSDec12(January-December 2012), released in April 2013. The survey had a sample size of 25 108.

• AMPSJun13(July2012-June2013), released in October 2013. The sample size was 25 432.

The Radio Audience Measurement Survey (RAMS)

• RAMSFebruary,May,June, August, November and RAMS December 2013. The sample sizes of these six surveys ranged from 24 829 in RAMS May 2013, to 25 728 in RAMS February 2013.

The Television Audience Measurement Survey (TAMS)

• Live,VOSDAL,andseven-daydatabases for TAMS, off 1 600 reporting households prior to the TAMS expansion project that began in September 2013, and off approximately 2 500 reporting households by the end of December 2013.

Census 2011 data incorporated

SAARF Stakeholders Report 2013 6

RAMS audit gives a positive report

On the request of the National Association of Broadcasters (NAB), SAARF

commissioned the UK’s Roger Gane to undertake a technical audit of the SAARF Radio Audience Measurement Survey (RAMS).

Gane is a media research veteran whose experience includes being research director at RSMB, MD of the media research division of Ipsos UK, and MD of RAJAR, the UK’s radio audience measurement body.

Working with Nielsen both on site and in the field in November 2013, Gane sought to determine whether or not RAMS was providing valid and stable results, and was generally ‘fit for purpose’ in the context of international standards and methodologies.

Overall findingsGane’soverallconclusionswerethat“theRAMSservice is designed and being operated as specified and will deliver audience estimates which are representative of the radio broadcasting situation in South Africa.”

In addition, he felt that the overall design and methodologyofRAMSshould“produceperiod-to-period results which are as stable as may be expected, given the limitations of sample survey research, and the complex demographic and geographic nature of the country.”

He concluded that, in the short-to-medium term, the current RAMS methodology could be retained “withoutmajorconcernsoveritsoperationorquality.”

Addressing specific issuesThe NAB and SAARF had a number of specific queries which were included in Gane’s brief; his findings on several key issues are summarised below.

He reported that using AMPS as a vehicle was cost-beneficial to RAMS and ensured there was no pro-radio bias in the placement process. The AMPS/RAMSsampledesignalsodeliversa“goodqualitysample that takes into account the complexity of

SAARF’s research products

Workshops and presentationsAMPS information daysIn April and October 2013, with the release of the bi-annual AMPS.

RAMS information daysSAARF presented the latest RAMS results to the industry in Johannesburg in February, May, June, August, November and December 2013.

TAMS information daysIn August 2013, SAARF, in cooperation with the NAB, held presentations on the TAMS audit, featuring highlights of the CESP audit and shedding light on the way forward for TAMS.

LSM workshopsNine LSM workshops were held in Johannesburg in 2013, as well as in Cape Town in April.

Training on SAARF and its research productsHeld in Johannesburg in February and September 2013, and in Cape Town in April.

SAARF Stakeholders Report 2013 7

the market.” He emphasised the pointthat“thewide-rangingcoverage of the AMPS interview means that there is no obvious focus on the radio medium and hence little or no possibility of skewing respondent selection or listening claims as a result.”

Gane said that the flooding methodology did not lead to any substantial loss in the quality of RAMS data, stating there were no sampling or statistical grounds for rejecting household flooding, and that given its financial attractions,“everyeffortshouldbe made to retain it.”

On the issue of audience level fluctuations, Gane reported that he did not see any unexpected audience volatility in RAMS releases, and that the degree of audience“bounce”seenwasnotexceptional.

While he acknowledged that the disproportionate sampling of some areas was in principle “appropriate”,hesuggestedthat, in time, it may be beneficial to revisit the present area sampling structure, particularly as internal migration continues and neighbourhoods in the large-urban sector become

more ethnically diverse. He suggested that SAARF undertake a fundamental review of the disproportionate design, holding discussions with both RAMS and AMPS users.

Finally, Gane looked at whether RAMS correctly represents stations’ broadcast areas. He concluded that this was an issue that could not be simply resolved. If precise representation of each station’s ‘survey area’ is the prime objective, the only solution is to adopt a completely new approach, similar to that used by RAJAR, where each commercial station would have to define its own broadcast area. The country would be split into segments, each of which would have a unique combination of commercial stations. However, this could not be applied to community radio stations.

This approach, while feasible, would pose significant sampling, fieldwork and weighting challenges, and would represent a major change to the survey. Careful thought and discussion with media agencies would be required on the extent of the benefit the change would bring.

SAARF’s research products

”

The RAMS audit concluded that

audience estimates produced by the survey are

representative and stable, delivering a credible view of radio listening in

South Africa.

“

SAARF Stakeholders Report 2013 8

Due to certain stakeholders’ concerns about the state of health of the TAMS panel, the SAARF

Board decided in 2012 that it was necessary to conduct an international audit of the current panel.

This audit would review the TAMS methodology, identify any possible shortcomings and areas of improvement in the panel, and guide the intended multimillion-rand TAMS expansion project which would see the panel size being increased to approximately 3 000 households, with more than 10 000 respondents aged four years and older.

The process began in December 2012, when the SAARF Board appointed France’s Centre d’Etudes des Supports de Publicité (CESP), a body that specialises in auditing media audience surveys. The CESP presented its final report to the Board in April 2013.

The overall finding was that, based on the CESP’s auditing verifications and analysis, the methodology of TAMS corresponds to the international best practices on both establishment surveys and TAM panels, and that it is comparable to similar surveys in other countries.

Improvements suggestedThe audit did, however, highlight a number of shortcomings in the sampling, weighting and management of the TAM panel.

At the request of the NAB, the SAARF Board met with TV broadcasters and undertook to address these shortcomings as speedily as possible.

A number of improvements, detailed below, were implemented.

Expansion of the tAM panelThe health and representativeness of the TAM panel improved tremendously thanks to the

expansion programme which ran from September to December 2013.

During this period, SAARF’s TAMS contractor Nielsen expanded the number of households on the panel from 1 700 to 2 800 installed households, or from about 6 000

to 9 300-plus individual respondents. This is in line with the recommendations

made by the SAARF Tender Committee and accepted by the SAARF Board in 2010.

This is the largest increase in the number of households measured by TAMS in the history of the panel, with new homes being brought on to the panel at an average rate of 12 per day, with 16 households per day during November when installation reached its peak.

SAARF’s research products

Significant improvements made to TAMS

“ The overall finding of the TAMS audit was that

the methodology of TAMS corresponds to the

international best practices on both establishment surveys and TAM panels, and that it is comparable to similar surveys

in other countries.

”

SAARF Stakeholders Report 2013 9

Throughout the panel build, the LSM 5-7 group and Nguni speakers were the major recruits required to balance the panel to new population estimates as incorporated into AMPS Jun 13 (July 2012-June 2013). More children will also be introduced into the panel to reflect the age distribution of South Africa’s TV population.

The panel now also better represents the split between satellite and terrestrial viewing. Older-tenure households were removed from the panel; with new households predominantly coming from the lower LSMs, the effect was a rebalancing of the Pay TV to Non-pay TV ratio on the panel. The over-representation of DStv homes was reduced as planned, contributing to stronger overall panel efficiencies.

Due to the increased size of the panel, it is now more robust, statistically sound and more representative of the South African TV landscape.

The expansion also enhances data stability and allows for more refined target market analysis. A larger sample will also help combat audience fragmentation and meet challenges such as the measurement of time-shifted viewing, and the viewing of television on numerous other devices and platforms. It will also provide a good framework for TV measurement after the rollout of DTT.

Universe updateThe TAMS universe was updated using the AMPS Jun 13 household and individual meter universes, reflecting the new population estimates taken from Stats SA’s Census 2011. DStv audited subscriber figures for March 2013 were used to update the DStv universe.

RIM weights adjustedThe TAMS weighting regime was adjusted, with each weighting variable being broken out into ‘children’ (ages four to 14 years) and ‘Adults’ (ages 15+). The RIM weighting error arising from a coding error relating to the work status of children aged four to six was rectified at the same time.

These adjustments enhanced data stability on commonly used target markets and substantially improved the weighting efficiency of the sample (the degree to which the sample proportions match the universe proportions).

SAARF’s research products

“ The expansion of the TAM panel from 1 700

to 2 800 installed households is the largest increase in the history of

the panel.

”

SAARF Stakeholders Report 2013 10

The 15th PAMRO Meeting and All Africa Media Research Conference was held in Antananarivo,

Madagascar from 25-28 August 2013. One hundred and thirty delegates made the

journey to the world’s fourth-largest island to contribute to and share in the cross-pollination of ideas that has become a hallmark of PAMRO gatherings.

Speakers from Nigeria, Kenya, Zimbabwe, South Africa, the Netherlands, the Czech Republic and the United Kingdom joined delegates to discuss, debate and expand their knowledge of media audience research.

The 2013 conference programme covered a wide range of topics, from cross-media measurement and multi-screen viewing to new advances in audience measurement, such as the Kenyan pilot of an app which transforms smartphones into audience measurement devices.

Achiever of the yearAt the conference, SAARF’s outgoing CEO, Dr Paul Haupt, was awarded the Piet Smit PAMRO Achiever of the Year Award. This is PAMRO’s top honour, awarded to an individual or group deemed to have made a significant contribution to media audience research.

DrHauptwashonouredas“aniconofaudiencemeasurement across Africa, a pioneer par excellence”; these were the words of PAMRO’s president Josiah Kimanzi of TNS RMS Nigeria, and the dedication on the certificate.

Sifiso Falala, CEO of Plus 94 Research which sponsors the award, said that what stood out for himinparticularwas“Paul’sbravery,tenacityand diplomacy when it comes to championing the greater good in the field of media audience research.”

PAMRO’s vice president, Joe Otin, MD of Ipsos Pan-Africa,saidthatbasedon“theimmensevaluePaul has contributed, not only to PAMRO but to the entire audience research industry on the continent, he is most certainly worthy of this award.”

The 16th PAMRO Meeting and All Africa Media Research Conference will take place from 24-27 August 2014 in Accra, Ghana.

SAARF CEO, Dr Paul Haupt, receives the Piet Smit PAMRO Achiever of the Year Award from (left to right) PAMRO’s president, Josiah Kimanzi (TNS RMS Nigeria),

Roger Steadman (Ipsos Kenya), and PAMRO’s vice president, Joe Otin (Ipsos Pan-Africa).

PAMRO appoints first executive directorAt the beginning of 2014, PAMRO appointed SAARF’s outgoing CEO, Dr Paul Haupt, as its first-ever executive director.

Now entering its fifteenth year, PAMRO has reached the stage where it requires the dedicated attention of its own executive director, having been ably administered by the SAARF team since its inception in 1999. Joe Otin, vice president of PAMRO, said that the lack of a dedicated resource in the PAMRO office had left many beneficial opportunities untapped.

While not yet a full-time position, the creation of an executive directorship is nonetheless an important step for PAMRO. Josiah Kimanzi, presidentofPAMRO,feltthat“someonewithDr Haupt’s pedigree, audience research acumen and immense wealth of experience will greatly accelerate PAMRO’s agenda.”

Dr Haupt takes up the position following his retirement from SAARF at the end of March 2014.

PAMRO

PAMRO Conference: a melting pot of experience

SAARF Stakeholders Report 2013 11

SAARF staff

Chief executiveDr Paul Haupt retired at the end of March 2014, after nearly 16 years at the helm

of SAARF (see also pg 12-13).

Ettiene van den Berg was appointed interim CEO on 1

December 2013, a position which will run until the end of 2014. Van den Berg was brought on board as a change facilitation specialist,

tasked with charting a new course for SAARF.

technical teamDr Tiffany Tracey, SAARF’s senior research support executive, left SAARF at the end of March 2013 to take up a position as a researcher at the Marie Stopes Institute in Cape Town.

Research manager, Dr Michelle Boehme, left the foundation at the end of June 2013, joining former SAARF technical support executive Mluleki Ncube’s

Quest Marketing Research.

Mpho Mathebula was promoted to senior research support executive in May 2013.

Daisy Gumbi took

up the role of SAARF’s research support executive at the beginning of June 2013. She has thirteen years’ experience in the advertising and media industries, working for agencies like TBWA Hunt Lascaris as an analyst and media planner, and most recently for Mediamark where she was a marketing and research executive.

Another new face at SAARF in 2013 was Marié Rossouw, who came on board as a consultant in August. As the technical adviser, she is tasked with project-

managing the changes taking place at SAARF. She

was in advertising for 10 years, ending her agency career as account director, client services. She has also worked in sales and marketing services at some of the biggest print media brands in the country.

AdministrationMonica Tumbo joined SAARF

at the beginning of May 2013 as its new administrator, coming from the United Nations Capital Development Fund where she

was a programme associate.

Fiona Lister retired at the end of May 2013, after 32 years as SAARF’s administrator (see also pg 12).

Jeanette Way continued as executive secretary.

Sannah Manaka remains as office assistant.

SAARF Stakeholders Report 2013 12

SAARF staff

Farewell FionaSAARF bid farewell to Fiona Lister at the end of May 2013. SAARF’s longest-serving employee, Lister spent 32 years with the foundation. She was an efficient administrator who handled SAARF’s financial, HR and administrative work, and organised the SAARF symposia and PAMRO Conferences.

“Shewasoneoftheconstantswhichkepttheboatsteady,”saysDrPaulHaupt.“Withherstrict

sense of values on what was right and what was wrong, she ensured that SAARF’s financial matters were above reproach. When it came to organising conferences and symposia, she was extraordinary; her meticulous attention to detail and the

way she catered for everyone was outstanding.”She was a firm supporter of SAARF, who always

put its best interests first.

Dr Paul Haupt wishes Fiona Lister well upon her retirement from SAARF after 32 years

A tribute to Paul

Etienne van den Berg and Paul Haupt

SAARF held a retirement send-off for Dr Paul Haupt at the end of March 2014, attended by past and present chairs of SAARF, Board members and many others who worked closely with Dr Haupt since he joined the foundation in 1998. Dr Clive Corder, a former chairperson of SAARF, gives this tribute.

Paul started as CEO of SAARF on the 15 July 1998, following a distinguished career in a range of

mainly science-based institutions. These included the Atomic Energy Board where he worked on applications of radio activity in industry, having done his PhD in Experimental Nuclear Physics. I think this stood him in good stead when one considers the challenges that go with the territory.

There were many developments during the time when Paul was SAARF CEO. For example, DS-CAPI was introduced, which made the AMPS interview more efficient and interesting for the respondent. A number of segmentation options, in addition to SAARF’s Living Standards Measure (LSMs), were introduced, such as Attitudes and Lifestyle. A Development Index was produced which tracked changes related to the Reconstruction and Development Programme (RDP). This was of great interest to Government. More was also made of Lifestages, which is of relevance to numerous product categories.

A SAARF REuNION – PAST AND PRESENT SAARF STAFFERS: (back, from left) Mluleki Ncube, Jeanette Way, Marié Rossouw, Fiona Lister, Mpho Mathebula, Daisy Gumbi, Michelle Boehme, Paul Haupt, Sannah Manaka, and Ettiene van den Berg and Monica Tumbo in front.

SAARF Stakeholders Report 2013 13

SAARF staff

SAARF BOARD CHAIRS PAST AND PRESENT: Dr Clive Corder, Francois Loubser and Virginia Hollis with Paul Haupt.

One major change was the expansion of branded product data, which was invaluable to many stakeholders in determining their target markets and media schedules. Branded RAMS was a further initiative, which permitted the link between the primary household radio diary keepers to the rest of the AMPS database.

In 2001, Paul had the foresight to purchase the house in Queens Road, as our premises in Hampton Court were short of space, but not short of rent increases. This enabled SAARF to host much larger gatherings than hitherto, with ample parking.

The CEO of SAARF is a complex task, as SAARF has so many stakeholders with both separate and common needs; needs which are evolving in reaction to the rapid changes taking place in an exciting media and marketing landscape spurred on by many aspects, such as convergence, digitalisation, fragmentation and mobility.

Paul managed the task, however, with aplomb.I worked closely with Paul when I was SAARF

chairman and in the years that followed. I came to respect his judgment, his dedication to SAARF and his entertaining sense of humour.

Whilst Paul’s tenure as CEO came to an end at the end of March, his experience and knowledge will not be lost. He has been appointed executive director of PAMRO, with a major objective being to advise in the development of audience research. In addition, he has the responsibility for organising the annual PAMRO Conference, which this year is being held in Accra,Ghana,underthetitle“MediaResearchforOne Continent”.

We wish him well in the future.

Dr Clive Corder

Ezette and Paul Haupt

“ The CEO of SAARF is

a complex task, as

SAARF has so many

stakeholders with both

separate and common

needs ... Paul managed

this task, however,

with aplomb.

”

Sue Scott, Angelique Amado and Anina Maree

SAARF Stakeholders Report 2013 14

Income and expenditure

TAMS survey and audit

DStv – TAMS HD PVR boosterAMPS

TAMS meter upgrades

RAMS survey and auditFuture-proofingOperationalMarketing/communicationGeneral verification and population updates

MAMCA contributionPDMSA contributionOHMSA contributionOther incomeFuture-proofing

Income

Expenditure

Financial summary 2013

incoMe

MAMCA contribution R101 554 931 PDMSA contribution R21 131 167 OHMSA contribution R1 537 500 Future-proofing R831 864Other income R738 591

totAL: R125 794 053

eXPendituRe

TAMS survey and audit R47 522 171TAMS meter upgrades R13 157 895DStv – TAMS HD PVR booster R770 220AMPS R33 193 874RAMS survey and audit R19 921 700Future-proofing R1 050 004Operational R5 672 514Marketing/communication R569 703General verification and population updates

R260 902

totAL: R122 118 983

SAARF Stakeholders Report 2013 15

About SAARF

The South African Audience Research Foundation (SAARF) is a non-profit joint industry committee

(JIC) which serves the marketing, media and advertising industries. SAARF provides information for target marketing and a common currency to help stakeholders buy and sell advertising space and time. This is done by providing industry-wide media, product and brand currency research, financed and supported by SAARF’s stakeholder groups.

SAARF provides pre-competitive, comprehensive, unbiased, reliable and regular currencies. The research offers wide-ranging characteristics and demographic profiles of South Africa’s adult consumers, aged 15+. The data includes, inter alia, activities, lifestages, lifestyle information, attitudes, interests and consumers’ media behaviour, as well as their consumption of products, services and brands. All data is in the public domain.

All decisions concerning SAARF and its products are made jointly, through the SAARF Board, Advisory Council, media councils, and a products/brand council, all of which comprise representatives of the various industry bodies.

SAARF’s media audience research products are:• theAllMediaandProductsSurvey(AMPS®);• theRadioAudience

Measurement Survey (RAMS®);• theTelevisionAudienceMeasurementSurvey

(TAMS®);• theLivingStandardsMeasure(LSM®);• SAARFBrandedData;• SAARFLifestyles;• SAARFLifestages;• SAARFAttitudes;and• theSAARFDevelopmentIndex.

SA’s media audience currency research custodian

NPC (Non Profit Company) Reg No. 1973/016172/08

South AfricanAudience Research foundation

The SAARF Stakeholders Report 2013 is published by the South African Audience Research Foundation.Tel: (011) 463-5340 | Email: saarf@saarf.co.za | Website: www.saarf.co.za

Content and publication management: Megan Chronis, BlueInk Media, 082-376-2097, megan@blueinkmedia.co.za

DTP and repro: Rosemary Johnston-Fitch, AstraGraphics, (011) 462-5645, studio1@astragraphics.co.za