Advertising

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Advertising Audiences
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SaarfAmpsRamsTams
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Saarf SA Advertising Research Foundation
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Amps All media and products survey.Covers
readers, listeners, viewers, gazers
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Rams Radio audience measurement survey
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Tams TV audience measurement survey
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StakeholdersAdvertisersMedia marketersMedia
makers.(examples)
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Advertisers are interested in audiences by
brand, medium, programme, profile
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SAARF AMPS JULY 2000 - Dec 2000 6 MONTH Trends
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Readership is not circulation
AMPS is not ABC- Audit Bureau of CirculationNor
is it ABIS- Audit Bureau of Internet Stats
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Daily papersSowetan 2 106 000Daily Dispatch
168 000
Weekly papersSunday Times 3 216 000City Press
2 320 000Rapport 1 720 000MG 205 000
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More weekly papersSowetan Sunday Wrld 561
000Soccer Laduma 1 262 000
Growth from a year earlierSowetan Sunday Wrld
148 000Soccer Laduma 561 000
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Weekly magazinesDrum 2 042 000You 2 187
000Huisgenoot 2 230 000Monthly mags Bona 3
342 000True love 1 636 000
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More monthly mags Bona 3 342 000True love 1
636 000Pace 1 347 000SL 178 000Y
237 000FortnightlyKick off 1 594 000
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Womens mags Fair Lady 740 000Sarie
707 000Rooi Rose 593 000Cosmo 732
000Femina 448 000Elle 303 000Marie
Clair 292 000
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Other mags Womans value 462 000Your family
453 000Newspaper/subs magsRadio TV talk 3
622 000Edgars club 2 226 000Sunday Times 2
194 000MultichoiceDish 1 638 000
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Radio stations Ukhozi 6 640 000Metro
5 611 000Umhlobo wenene 4 753 000Lesedi
3 813 000YFM 1 552 0005 FM 1 388
000SAFM 472 000702 372 000
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TV programmes (ARs) Generations (thurs) 18.9
(fri, tues, wed) 18.4Hlala kwabafileyo
18.1Bold Beauty 17.7Soul City
17.5Lottery game show 11.2Nuus (sat)
10Survivor 7.7, Carte Blanche 2.8
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SAARF AMPS 12-MONTH DATA JULY 2000 - JUNE 2001
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AIR READERSHIP - Newspapers ADULTS
Ilanga not included in weekly totals
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AIR READERSHIP - Daily Newspapers - 1ADULTS
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AIR READERSHIP - Weekly Newspapers - 2ADULTS
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AIR READERSHIP - Weekly Newspapers - 3ADULTS
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AIR READERSHIP - Newspapers - 1GAUTENG
WEEKLY
DAILY
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AIR READERSHIP - Newspapers - 2GAUTENG
WEEKLY
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AIR READERSHIP - Newspapers - 1WESTERN CAPE
DAILY
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AIR READERSHIP - Newspapers - 1EASTERN CAPE
DAILY
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Community Papers/Freesheets in Cape Town South
West
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Community Papers/Freesheets in Cape Town South
East
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MAGAZINES
Jhb White Coloured Indian
6 098
8 541
11 466
6 947
000s
3 221
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MAGAZINESWEEKLIES
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AIR READERSHIP - MagazinesWEEKLY/FORTNIGHTLIES
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AIR READERSHIP - Magazines - 4MONTHLIES
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AIR READERSHIP - Magazines - 6MONTHLIES
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AIR READERSHIP - Magazines - 7MONTHLIES
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MAGAZINES BY AGE - 1
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MAGAZINES BY AGE - 1
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MAGAZINES BY AGE - 2
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MAGAZINES BY LSM - 1
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MAGAZINES BY LSM - 1
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MAGAZINES BY LSM - 1
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MAGAZINES BY LSM - 2
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MAGAZINE READERSHIP - JOHANNESBURG
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MAGAZINE READERSHIP - SANDTON/SOWETO
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MAGAZINE READERSHIP - CAPE TOWN
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MAGAZINE READERSHIP CAPE TOWN SOUTH WEST/EAST
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CINEMATOTAL
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CINEMA ATTENDANCE IN JOHANNESBURG
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CINEMA ATTENDANCE IN DURBAN
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OUTDOOR ADVERTISING7 DAYS
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SAARF RAMS JULY 2000 - JUNE 2001 12 MONTH Radio
TV Trends
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12 MONTH RAMS

• 13 more radio stations now have the required
  minimum base for analysis
• Radio 7FM
• Bush Radio
• Fine Music Radio (FMR) Radio
  Islam Moutse Community Radio Qwa-Qwa
  Radio Rippel 90.5 FM Stereo

Radio Riverside Radio Rosestad Sosha
nguve Community Radio Tuks FM Unitra
Community Radio Univen Community Radio
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12 MONTH RAMS

• An additional 4 DStv channels qualify for
  release
• Channel 0
• K-TV
• VH-1
• Zee TV

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Electronic Trends - Adults
Radio
Television
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No. Hours spent on Electronic Media
Television
Radio
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Journ students and TV hours
Class
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Ave Mon - Fri Listening - Adults - 1
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Ave Mon - Fri Listening - Adults - 2
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Ave Mon - Fri Listening - Adults - 3
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Ave Mon - Fri Listening - Adults - 4
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Ave Mon - Fri Listening - Adults - 5
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Ave Mon - Fri Listening - Adults - 6
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Radio Trends Gauteng
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GAUTENG RADIO

• Stations in area 44
• Ave per listener per week
• number of stations 2.32
• number of days 5.87
• number of hours 29.25 (previously
  30.85)

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Ave Mon - Fri Listening - Gauteng - 1
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Ave Mon - Fri Listening - Gauteng - 2
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Community Stations - Past 7 DaysGauteng - 1
Radio 1584 (E,A,Z,S,Ar) ALX-FM 89.1
(E,A,Z,SS,NS, Ts, Tso,V) Chinese Community
Radio (E,Ch) Radio East Rand Stereo (E,A,Z)
East Wave Radio (E,A,U,Gu, Ta) Horizon
Stereo (E,A,Set)
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Community Stations - Past 7 DaysGauteng - 2
Impact Radio (E,A) Iscorian FM (IFM)
(E,A,SS) Jozi FM (E,Multi) (Male
25-34) Radio Islam (E,Ar,U) New Panhellenic Voice
(E,Gk)
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Community Stations - Past 7 DaysGauteng - 3
Radio Pretoria (A) Rainbow FM 90.7
(RCCR) (E,A,Z,Tsw,So) Rippel 90.5 FM Stereo
(E,A,Z) Soshanguve Community Radio (E,A,NS,Z,Ts,V
,N Tsw)
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Community Stations - Past 7 DaysGauteng - 4
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Gauteng Radio Shares Ave Mon-Fri - Time Listened
Gross ¼ hours
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Listenership by AGE in Gauteng - 1
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Listenership by AGE in Gauteng - 1
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Listenership by AGE in Gauteng - 2
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Listenership by AGE in Gauteng - 2
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Listenership by LSM in Gauteng - 1
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Listenership by LSM in Gauteng - 1
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Listenership by LSM in Gauteng - 1
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Listenership by LSM in Gauteng - 2
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Listenership by LSM in Gauteng - 2
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Listenership by LSM in Gauteng - 2
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Average Mon-Fri Radio Listening in Soweto - 1
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Average Mon-Fri Radio Listening in Soweto - 2
84
¼ Hour Radio - GautengMon-Fri
PLACE OF LISTENING
Drive time
Percentage
Drive time
Time of Day
85
A.M. Drive Time (6am -9am) - Gauteng Where
listened
5fm
94.7 Highveld Stereo
Gross ¼ hours - Ave Mon - Fri
86
P.M. Drive Time (4pm-6pm) - Gauteng Where
listened
5fm
94.7 Highveld Stereo
Gross ¼ hours - Ave Mon - Fri
87
Favourite Radio Stations - Gauteng - 1
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Favourite Radio Station - Gauteng - 2
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Community Stations - Past 7 DaysKwaZulu-Natal
Good News Community Radio (E,A,Z,G) Highway
Radio (E,Z) Radio Khwezi (E,A,Z,G) Radio
Maritzburg (E,Z) Radio Phoenix
(E,H,Ta,Te,U,Gu) Total Community - KZN
90
KwaZulu-Natal Radio Shares Ave M-F - Time Listened
Gross ¼ hours
91
Listenership by LSM in KwaZulu-Natal
92
Listenership by LSM in KwaZulu-Natal
93
Radio Trends Western Cape
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Radio Listening - Western Cape
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WESTERN CAPE RADIO

• Stations in area 28
• Ave per listener per week
• number of stations 1.80
• number of days 5.54
• number of hours 23.35 (Previously
  22.35)

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Ave Mon - Fri Listening - Western Cape - 1
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Ave Mon - Fri Listening - Western Cape - 2
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Community Stations - Past 7 Days - W. Cape - 1
Radio 7FM (E,A,X,SS,G) (Afr,Col) 786/Voice
(E,A,U,X,Ar) Bush Radio (E,A,X) Fine Music Radio
(FMR) (E,A) Radio Helderberg (E,A) Matie FM
Stereo 92.6 (E,A,X)
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Community Stations - Past 7 Days - W. Cape - 2
Suid-Kaap Stereo (E,A,X) Tygerberg/CCFM
(E,A,X) UCT Radio (E) Radio Zibonele (X) Total
Community - W. Cape
100
Average Mon-Fri Radio Listening in Cape Town
South West - 1
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Favourite Radio Stations - Western Cape - 1
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Favourite Radio Station - Western Cape - 2
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TV Trends
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Ave Mon - Fri Viewing - Adults
Note Terrestrial Satellite audiences are
combined here
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Saturday Viewing - Adults
Note Terrestrial Satellite audiences are
combined here
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Sunday Viewing - Adults
Note Terrestrial Satellite audiences are
combined here
107
DStv Channels - Past 7 daysAdults - 1
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DStv Channels - Past 7 days Adults - 2
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Television Shares - Ave Mon - Fri Time Viewed
Note Satellite viewing of terrestrial TV
channels has been taken out of DStv
Gross ¼ hours
110
Radio trends since 1998
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GHFM - Trends
112
East Coast Radio - Trends
113
Metro fm - Trends
114
Lesedi FM - Trends
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To sum upSAARF measures audiences for many
platforms for many media enterprise for many
programmes. According to consumption/exposureCor
related to social strata, etc.