SAARF and defining

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SAARF and defining measuring audiences
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Why SAARF does this

• Seeks relationships between
• Who people are
• What they consume
• What media they follow.
• Not interested in uses grats ethnography
  qualttive qtns.

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Basic assumptions

• 1. Samples are representative.
• BUT taken over what period?
• Now over 1 year
• AMPS RAMS have 30 474
• TAMS has 3549.
• Averages out seasonal change.

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Nguni/Sotho Adult Any TV ViewingOld Universe up
to Week 42 - New incl. DSTV for Weeks 43 - 13
WORLD CUP QUALIFIER SA vs MALAWI
SOCCER CHARITYCUP 3
OLYMPIC GAMES
COMBINATION SOCCER MARTIAL ARTS
COMRADES
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Basic assumptions

• 2. Reading, viewing, etc. can be averaged out to
  mean the same thing OTS (opp 2 see)
• All OR part of edition/programme.
• 3. Stim-gtresp (effects model)
• 4. Passive, fragmented audience.

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Used for predicting

• 5. Assumption is that patterns and trends of the
  past can help predict the future.
• 6. Assumption that demographics behaviour
• 7. Assumption ignores aspirations and new markets

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How SAARF surveys Methods

• Not the NY sewers
• Not the Poynter eyetrack
• Not the Media Effects lab (PSU)
• Interview questionnaire
• Prompt card (Comp Ass Pers Intv)
• Self-completed section155 FMCG

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More methods

• 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

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TAMS

• Top TV stations
• sabc 1 48.5
• sabc 2 18.2
• etv 14.2
• sabc 3 9.4
• mnet 6.1
• dstv 2.8

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Amps Rating (AR)

• 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).

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TAMS sampling

• 3549 individuals between 30 July 5 Aug
• Represents 11 445 000 adults.
• Demographics SA gender.
• Disproportions race age income.

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Sample Current Reporting Profile
ADULTS Current Male 44,1 Female
55,9 English 14,2 Afrikaans 29,1 Nguni
32,3 Sotho 24,5 16-24 24,2 25-34
20,4 35-49 26,3
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Current Reporting Profile
ADULTS Current 50 29,1 Income
H 33,1 Income M 42,5 Income L 24,5 LSM 1-4
,7 (BUT 56 of SA) LSM 5 15,6 LSM 6 40,6 LSM
7 24,0 LSM 8 19,0
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TAMS difficulties

• Eurometer has facility to change TV channels, to
  mimic procedures in households not having a RCU
• The meter RCU is then used to log in out only
• ..but remember VCR tuning with RCU - in that
  case we install meter tuning with RCU

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• QUOTE It became clear during February that our
  technicians were not up to task
• Deficiencies apparent in
• Call back/response rate to handle problems was
  too low.
• Centralised technician centres in JBurg, Cape
  Town Durban were not suited to a 1500 household
  panel.
• Problem of satellite reception analysis.

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AMPs Difficulties

• Interviews need to check back (31)
• Selective faulty memories.
• Self-completed fall off.
• Frankness, honesty, hype - who of you admits to
  reading You magazine?

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Rams difficulties

• 30 474 diary keepers in past year - but how
  representative, given the radio proliferation?
• 15 499 are metropolitan, but which adult controls
  the station in the household?

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How Saarf defines profiles

• LSMs living stds measure.
• Market research tool currency
• Segments people in terms of a cluster of 25 qtn
  variables 4 observation ones.

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Example LSM 1

• Black females, over 50, rural.
• Low schooling, live in hut
• No financial services
• Minimal consumption or shopping.

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LSMs in society
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LSMs in society
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LSM variables you guess!

• Hot running water (Gtn East 5)
• fridge/freezer
• microwave
• flush toilet (Gtn East 15)
• no domestic in household
• VCR

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LSM variables cntd

• Vacuum cleaner
• No cellphone
• Traditional hut
• Washing machine
• PC in home

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LSM variables cntd

• Electric stove
• TV set
• Tumble dryer
• Home phone
• less than 2 radio sets

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LSM variables cntd

• Hi-fi, music centre
• Rural outside Gautng, W. Cape
• Built in kitchen sink
• Deep freeze
• Water in home/on plot
• Mnet/DSTV subscription

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LSM variables cntd

• Dishwasher
• electricity
• sewing machine
• Gauteng
• Western Cape
• Motor vehicle
• Home security service

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MAGAZINES BY LSM - 1
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ACCESS TO SERVICES
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DURABLES IN HOME
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CELLPHONE MARKET
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INTERNET USAGE4 Weeks
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ACTIVITIES - STARTING OUT SINGLES
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ACTIVITIES - NEW PARENTS
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ACTIVITIES - GOLDEN NESTS
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BOUGHT LOTTERY TICKETS - 1
13 255 000 adults (45.7) purchased lottery
tickets in 4 weeks
Gender
Age
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BOUGHT LOTTERY TICKETS - 2
13 255 000 adults (45.7) purchased lottery
tickets in 4 weeks
Population Group
LSM Group
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Theres loads of info about audiences in AMPS
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But there is also much more to audiences than
AMPS!
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Be aware of their assumptions and rationale and
limitations.