Copyright
/ The South African Advertising Research Foundation (SAARF) is the holder of all copyright which subsists in the copyright materials provided herein. For purposes of clarity, the copyright materials shall include all reports, documentation, information, or software in material form, irrespective of the media on which such reports, documentation, information or software occurs, and includes, without limiting the generality thereof, all written and printed material, all micro-graphic and other reproductions of the written word, depiction and pictorial material, and all audio-visual, machine-readable and other information provided by SAARF. The copyright which subsists in the copyright material is reserved under the Copyright Act of the Republic of South Africa.
No part of the copyright material may be reproduced by any means or used in any form by persons or organisations other than members of SAARF without the prior written permission of the Chief Executive Officer of SAARF. Any person who has obtained written permission from the Chief Executive Officer of SAARF to reproduce or publish copyright materials shall clearly mark any reproduction or publication of copyright materials with a reference to the source thereof.
Members of SAARF who reproduce or publish copyright materials shall clearly mark any reproduction or publication of copyright materials with a reference to the source thereof and shall lodge a copy or details of the copyright materials reproduced or published with the Chief Executive Officer of SAARF at the time of the release of such reproduction or publication.
ISSN 0379-637X
Exclusion of claims
/ The South African Advertising Research Foundation (SAARF) is unable to and does not warrant the accuracy of any information, data and compilations thereof as may be provided or made available by SAARF, irrespective of the media on which such information, data or compilations thereof occurs and includes, without limiting the generality thereof, all written and printed material, all micro-graphic and other reproductions of the written word, depiction and pictorial material, and all audio-visual, machine-readable and other information which it provides or makes available.
Accordingly, SAARF hereby excludes and disclaims (i) all warranties, guarantees or representations, whether express or implied, as to the accuracy or validity of any information, data or compilations thereof provided or made available by SAARF; and (ii) any liability in respect of the accuracy or validity of any information, data or compilations thereof, howsoever arising.
In addition to the above, users of any information, data and compilations thereof provided or made available by SAARF (including but not limited to users of the SAARF website or any SAARF database or electronic report as well as readers of any SAARF publication) indemnify SAARF and its officers, servants or agents against any claim for any loss or damage of any nature whatsoever, arising from any use or reliance upon such information, data or compilations thereof.
SAARF Objectives and Business / THE MAIN BUSINESS OF THE COMPANY
SAARF is tasked with facilitating, co-ordinating and determining the joint industry research needs of its stakeholders and to ensure that these needs are met within the limitations of the funding available for this activity.
SAARF is an independent authority, acting as the custodian of the currency and a clearinghouse for industry research.
To carry out this mandate, SAARF must keep track of local and international developments, ensure that new approaches are explored and developed, and that the necessary joint industry research programs, which accurately reflect South African society, are implemented, managed, and monitored.
2.MAIN OBJECT
The main object of the Company is:
To provide tools for targeting and segmentation of markets as well as to establish, commission and manage comprehensive, valid, reliable, continuous media audience and product usage research, surveys, investigations and reports, that provide comparable multi-media and multi-product/brand usage information that reflect the totality and complexity of the South African society.
3.ANCILLARY OBJECTS
The ancillary objects of the Company are:
  1. To co-ordinate joint industry research amongst the advertising, marketing and media industries.
  1. To investigate any research techniques whether in practice or proposed and to establish the degree of validity and reliability of the results obtained thereby; to seek improved methods in media audience and product usage research and to provide improved tools for targeting and segmentation of markets.
  1. To act as a liaison between the advertising, marketing and media industry and universities, government and other official bodies involved in any form of education or research related to media audience, demographic and product usage research as well as tools for targeting and segmentation of markets.
  1. To arrange seminars and courses directly or indirectly sponsored by the South African Advertising Research Foundation on any or all aspects of advertising, media or market research as well as tools for targeting and segmentation of markets.
  1. To act as mouthpiece of the industry on matters pertaining to media audience and product usage research as well as tools for targeting and segmentation of markets.
  1. To promote and maintain fair, reasonable and proper standards of media audience and product usage research as well as for tools for targeting and segmentation of markets.
  1. To maintain and augment a library containing information concerning media audience, product usage, and related research as well as on tools for targeting and segmentation of markets, and to make it accessible to members, students and the general public.
  1. To do all such other acts, including the publication in print or electronic format, of books, memoranda, journals, magazines, circulars, reports and any documents or databases as the South African Advertising Research Foundation may consider expedient to promote the interests of members.
  1. Likewise to do all things and carry on any activity related, connected or associated with any of the above objects and purposes.
  1. To finance the operations of the Company by engaging in any lawful activity which may generate funding for the Company.

SAARF Management / Responsibility for the management of SAARF affairs rests with a Board of Directors, representing the members of the Foundation - The Marketing Association of South Africa; Print Media SA; the National Association of Broadcasters; Cinemark; Out of Home Media South Africa; the Association for Communication and Advertising;the Advertising Media Forum and the Online Publishers Association - together with the Chief Executive Officer, Paul Haupt, under an independent chairman.
SAARF Councils
/ “The SAARF Board of Directors is the highest SAARF authority. It consists of directors nominated by all SAARF stakeholders namely media owners, advertisers and advertising agencies.
Much of the work done by SAARF is guided by a series of councils. The SAARF Advisory Council is involved with all aspects of the operation of SAARF. With the exception of the permanent staff members of SAARF who serve on the council, it also consists of representatives of the marketing, media, advertising industry and SAARF’s contractors. The Council’s mandate is to advise the SAARF Board on what research should be undertaken and in instances where the necessary authority has been delegated to it, to decide on details. In addition, a number of research experts serve on this council to advise on how research should be carried out.
Because of the complexity of media audience and product purchasing and usage research, a series of councils for each medium and for product research exists to advise the SAARF management on details of research in the relevant area. The SAARF Demographic Research Committee of the Bureau of Market Research (BMR) of the University of South Africa (Unisa) advises on demographic aspects of the population and annually adjusts the estimates of the size and composition of the South African Population, which are used in the SAARF surveys.
The SAARF Board and all the SAARF Councils operate on a voluntary basis.”
SAARF Contact Details
/ Queries regarding the Radio Audience Measurement Survey should be addressed to the Chief Executive Officer, South African Advertising Research Foundation, P O Box 98874, Sloane Park, 2152, telephone(011)463-5340/1/2, fax 463-5010 or e-mail:

Introduction

The year 2004 marked a change in the SAARF Radio Audience Measurement Survey (SAARF RAMS®) reporting structure and methodology. The National Association of Broadcasters (NAB) required more frequent reporting and 6 data releases per year were agreed upon.
In addition, 2004 heralded the implementation of household “flooding” in large urban areas to expand the SAARF RAMS® sample size. “Flooding” requires that in addition to placing a diary with the originally sampled respondent in a household, supplementary diaries are also placed
and completed by all other adults in the household. From 2004 to 2008, this applied only to the metro, city and large town portion of the sample and diaries were placed with adults aged 16 years and older.
In 2009, two major changes were implemented:
  • Diary flooding was expanded to include small towns, villages and rural areas. *
  • The SAARF RAMS® universe was changed to all adult males and females in the household aged 15 years and older. *
SAARF RAMS® datafiles are released 6 times per year. In addition, an abridged radio services CD is made available to the Industry with each release.

Definition of Terms

Community Size
/ On the database, each respondent was allocated to one of the following 4 groups, according to the size of the community in which he/she lives.

Metropolitan areas250 000 or more / Large Urban
Cities and Large towns 40 000 - 249 999
Small towns and Villages 500 - 39 999 / -Small Urban
Settlements (Less than 500) + Non-urban / - Rural
The fourfold breakdown is used in the electronic reports.
An additional two-fold classification is now available on the database:
Large Urban (40 000 or more)
Small Urban + Rural (Less than 40 000 + Non-Urban)
Note that the SAARF RAMS®/AMPS®definition of “Non-urban” comprises both the “Non-urban” and “Tribal” areas of the Stats SA Population Census.
Home Language
/ Since 2001, all 11 official languages are available on the release datafiles as follows:
English South Sotho Tswana
Afrikaans North Sotho Venda
Xhosa Ndebele Swazi
Zulu Tsonga Other
The language spoken most often at home is obtained, thus the language breakdowns on the release datafile provide unduplicated data.

* Note: The 15+ data as well as the data for Diary flooding in small towns, villages and rural areas wasavailable for the first time in the October 2009 SAARF RAMS® release.

Household
/ A household consists either of one person living alone or a group of persons, usually but not always members of one family, who live together and whose expenditure on food and other household items is jointly managed. Boarders or lodgers may be included as members of a household, provided that they have at least one meal a day communally. Resident domestic workers are, however, excluded and are regarded as forming a household of one or more
persons in their own right.
Household Income
/ “Household income” is defined to respondents as the total monthly income of all earners within the household before tax and other deductions but including salaries, pensions, government grants, income from investments, etc.
In cases of refusal to answer, household income is estimated by interviewers.
Household Purchaser
/ Any respondent of either gender who claims to be solely or partly responsible for the day-to-day purchases of the household is described as a household purchaser.
There may be more than one person who could claim to be a household purchaser within any given household, but only one would be interviewed.
The SAARF RAMS® datafile has a filter code for “household purchaser”.
Housewife
/ Previously, a housewife was defined as a female member of the household who claims to be solely, mainly or partly responsible for household purchases. Since 1993, “Female Housewives” have been replaced by “Household Purchasers”. However, database users are able to apply a gender filter to “Household Purchasers”.
Extended Metropolitan areas
/ A metropolitan area may be described as a parent municipality together with the adjoining areas which are urban in character and which are economically and socially linked to the parent city or town. It may thus comprise more than one legally constituted local authority.
The following extended metropolitan areas are provided for in the SAARF RAMS® database:
  • Bloemfontein
  • Cape Town
  • Cape Town Fringe Area
  • Durban
  • East London
  • Greater Johannesburg (Alexandra, Jhb, Sandton, Soweto, Randburg)
  • Kimberley
  • Pietermaritzburg
  • Port Elizabeth / Uitenhage
  • Pretoria
  • Reef (Urban Gauteng excl. Jhb, Pta, Vaal)
  • Soweto
  • Vaal (De Deur, Meyerton, Sasolburg, Vanderbijlpark, Vereeniging)
  • Welkom

Province
/ The nine provincial boundaries in the SAARF RAMS®/AMPS® sample coincide with those ofStatistics South Africa (Stats SA).
Radio Listening
/ The following definition of radio listening is included in the Radio Diary:
By radio listening we mean…
-That you have personally listened to the radio -
it may be all of a programme or only part of it
-It doesn't matter whether it was your own radio or somebody else's -
nor does it matter where you listened to it.
SAARF Living Standards Measure LSM®)
/ The SAARF Living Standards Measure (LSM®) scale is a measure to group respondents into ten SAARF LSM® groups (1 to 10). Twenty-nine variables are used in the construction of the SAARF LSM® scale. Currently, the twenty-nine variables are:
Var.No. / Attribute
Hot running water from a geyser
Washing machine
Electric Stove
Computer - Desktop/Laptop
0 or 1 radio set in household
No domestic workers or household helpers in household (this includes live-in and part time domestics and gardeners)
Flush toilet in/outside house
TV set
Motor vehicle in household
Vacuum cleaner/floor polisher
Microwave oven
M-Net/DStv subscription
House/cluster house/town house
Metropolitan dweller (250 000+)
DVD player
Tumble dryer
3 or more cellphones in household
2 cellphones in household
VCR
Tap water in house/on plot
Home security service
Refrigerator of combined fridge/freezer
Deep freezer – free standing
Rural rest (excl. W. Cape & Gauteng rural)
Built-in kitchen sink
Home theatre system
Home telephone (excl. cellphone)
Dishwashing machine
Hi-fi/music centre
Universe
Universe
/ The SAARF RAMS® universe coincides with the SAARF All Media and Product Survey (SAARF AMPS®) universe. It comprises adults aged 15 years and older resident in private households, hostels, residential hotels, squatter areas and similar accommodation in the Republic of South Africa. Domestic workers are included.
Exclusions
Residents of institutions such as prisons or hospitals and military personnel on active service are excluded. The following minority sub-populations are also excluded (Table 1).
Table 1
Sub-populations excluded
Province / Adults
'000 / Population excluded '000 / %
Western Cape / 3 384 / 190 / 5.6
Northern Cape / 804 / 2 / 0.2
Eastern Cape / 4 894 / 15 / 0.3
KwaZulu-Natal / 6 650 / 22 / 0.3
Free State / 2 110 / 41 / 1.9
Gauteng / 6 836 / 28 / 0.4
Mpumalanga / 2 449 / 26 / 1.1
Limpopo / 3 562 / 12 / 0.3
North West / 2 187 / 43 / 2.0
TOTAL / 32 876 / 379 / 1.2
After exclusion of the above 379 000 adults (see Table 1), the SAARF RAMS®/AMPS® universe represents 32498 000 adults.
Population Update
/ Population figures for SAARF RAMS®/AMPS® 2009BAwere updated using 2009 population estimates supplied by the Bureau of Market Research (BMR) of UNISA. SAARF RAMS®releases from October 2009 have used these estimates.
These estimates are part of a new set of population projections for South Africa for the period2001 to 2021, which are based on the 2001 census structures, as well as a large number of other data sources. The projections are published as BMR report 330: “A Projection of the South African population 2001 to 2021”.
For further information regarding population updates, please refer to the SAARF AMPS® 2009AB Technical Report which is available on the SAARF Website.
Table 2
Total Population of South Africa
GENDER
TOTAL
'000 / MEN
'000 / WOMEN
'000
1970(JUN)
1971(JUN)
1972(JUN)
1973(JUN)
1974(JUN)
1975(JUN)
1976(JUN)
1977(JUN)
1978(JUN)
1979(JUN)
1980(JUN)
1981(JUN)
1982(JUN)
1983(JUN)
1984(JUN)
1985(JUN)
1986(JUN)
1988(JAN)
1989(JAN)
1990(JAN)
1991(JAN)
1992(JAN)
1993(JAN)
1994(JAN)
1995(JAN)
1996(JAN)
1997(JAN)
1998(JAN)
1999(JAN)
2000(JUN)
2001(JUN)
2002(JUN)
2003(JUN)
2004(JUN)
2005(JUN)
2006(JUN)
2007(JUN)
2008(JUN)
2009(JUN) / 22 465
23 022
23 655
24 295
24 915
25 466
26 099
26 715
27 346
28 092
28 306
28 878
30 991
31 415
32 111
33 256
34 028
34 857
36 247
37 500
38 480
38 772
39 610
40 137
41 237
42 078
42 078
42 078
42 078
44 706
45 376
45 969
46 322
46 708
47 005
47 249
47 579
47 912
48 248 / 11 396
11 656
11 976
12 300
12 601
12 834
13 118
13 429
13 746
13 760
13 865
14 143
15 186
15 395
15 870
16 482
16 864
17 159
18 011
18 640
19 180
19 251
19 587
19 613
20 157
20 561
20 561
20 561
20 561
22 012
22 327
22 567
22 569
23 249
23 424
23 598
23 763
23 930
24 104 / 11 069
11 366
11 679
11 995
12 314
12 632
12 981
13 286
13 600
14 332
14 441
14 735
15 805
16 021
16 241
16 774
17 164
17 698
18 236
18 860
19 300
19 521
20 023
20 524
21 080
21 517
21 517
21 517
21 517
22 694
23 049
23 402
23 753
23 459
23 581
23 651
23 816
23 982
24 144


Table 3
ADULT SAARF RAMS®/ AMPS® UNIVERSE*
GENDER
TOTAL
'000 / MEN
'000 / WOMEN
'000
1984(JUN)
1985(JUN)
1986(JUN)
1988(JAN)
1989(JAN)
1990(JAN)
1991(JAN)
1992(JAN)
1993(JAN)
1994(JAN)
1995(JAN)
1996(JAN)
1997(JAN)
1998(JAN)
1999(JAN)
1999(JUN)
2000(JUN)
2001(JUN)
2002(JUN)
2003(JUN)
2004(JUN)
2005(JUN)
2006(JUN)
2007(JUN)
2008(JUN)
2009(JUN) # / 18 355
19 128
19 576
20 446
21 266
22 069
22 536
22 868
23 956
24 539
25 234
25 721
25 721
25 721
25 721
25 738
28 488
29 013
29 583
29 773
30 310
30 656
30 903
31 109
31 305
32 498 / 9 114
9 402
9 618
10 016
10 441
10 844
11 042
11 216
11 529
11 737
12 092
12 316
12 316
12 316
12 316
12 324
13 839
14 045
14 312
14 266
15 014
15 218
15 398
15 501
15 600
16 206 / 9 241
9 726
9 958
10 430
10 825
11 226
11 495
11 652
12 428
12 802
13 142
13 405
13 405
13 405
13 405
13 413
14 649
14 968
15 271
15 508
15 296
15 438
15 505
15 608
15 705
16 292

* See Table 1 for exclusions
# This is the new SAARF RAMS®/AMPS® Universe which includes
15 year olds (previous years included 16+)
The SAARF RAMS® Sample
Introduction
/ For SAARF RAMS®/AMPS® 2004 up to 2008, a national sample of 12 412 was used in the first half of the year, with household ‘flooding’ in large urban areas, and a further sample of
8 654 in large urban areas only during the second half of the year. To reflect a national radio listening picture in the second half of the year as well, the listening patterns for small urban/rural areas were carried forward from the first half of the year.
In 2009, for the first time, a second small urban/rural sample was carried in the second half of the year. This resulted in a national diary keeper sample of over 25 000, with household “flooding” in both urban and rural areas throughout the year.
The SAARF RAMS®/AMPS® sample is an area-stratified probability sample, built up by clusters of 2 addresses. The sample of addresses is selected proportionate to the number of adults in the universe, within the nine provinces, and within four community size groupings within province. All metropolitan areas and cities (as defined) are included in the sample, while a random selection of smaller communities (towns, villages and rural areas) is used. Within each of these strata, an equal number of males and females are included, while age is rotated using a Random Grid to ensure a balanced age spread.

Selection of addresses