Summary Of SAARF Research For The Period 1999 To 2011

SUMMARY OF SAARF RESEARCH FOR THE PERIOD 1999 TO 2011

1999 / 2 AMPS® / Strategy 2001 fully implemented (Except for psychographics).
4 Diaries / Teen RAMS® conducted
Child AMPS® and RAMS® conducted
2000 / 2 AMPS® 3 Diaries / Review of SAARF and all its products.
Preparatory work for change to 12 month rolling data for AMPS® and RAMS®.
TAMS® panel expanded.
2001 / 2 AMPS® / FMCG done as a self-completion questionnaire for the first time.
2 Diaries / Only one 6-month diary during 2nd half of yearin preparation for the new improved RAMS® which was fully implemented with the publication of results in August 2001.
TAMS® panel modernized and enlarged (start of the augmented panel).
2002 / 2 AMPS® 2 Diaries / 6-monthly reporting on a rolling 12-month sample for both AMPS® and RAMS® as the industry currency.
TAMS® moving towards final level of 1356 reporting homes with the help of additional funding by the TV media owners.
Outdoor pilot study conducted using GPS device in boot of cars.
Introduction of SAARF Branded data as auser-pay service on AMPS® 2002 B based on the self-completion questionnaire used for the first time in AMPS® 2001.
2003 / 2 AMPS® 2 Diaries / Reduced sample for AMPS® and RAMS® due to funding dispute and reduction of PMSA financial contribution.
Drastic shortening of AMPS® questionnaire to reduce cost of survey.
SAARF Branded data continued as a user-pay service.
Last Out of Home Media study using Copland model.
TAMS® at a final level of just over 1300 reporting homes.
2004 / 1 AMPS® / Sample size for AMPS® 2004 survey cut to approximately 12400.
Currency still 12-month rolling data (AMPS 2003 B plus AMPS 2004).
AMPS® questionnaire similar to 2003 B.
SAARF Branded data in its 3rd year.
6 Diaries / RAMS® sample up to approximately 45 000 diaries due to introduction of 6 diaries and flooding.
TAMS® at a level of 1 356 reporting homes.
Introduction of RIM weighting
2005 / 1 AMPS® / Sample size for AMPS® 2005 survey same as for 2004 at approximately 12 400.
A single AMPS® 2005 as well as 24 month data (AMPS® 2004 plus AMPS® 2005) published
AMPS® questionnaire similar to 2004.
SAARF Branded data in its 4th year.
6 Diaries / RAMS® sample approximately 45 000 diaries due to introduction of flooding and some methodological changes.
Start of Two contractors: AMPS® & RAMS® & Start of new TAMS® contract 2005 – 2011.
TAMS® at a level of 1 356 reporting homes.
2006 / 1 AMPS® / Sample size for AMPS® 2006 survey 12 400
A single AMPS® 2006 as well as 24-month data (AMPS® 2005 plus AMPS® 2006) published
AMPS® questionnaire similar to 2005.
SAARF Branded data in its 5th year.
6 Diaries / RAMS® sample approximately 47 000 diaries
Two contractors: AMPS® & RAMS® from 2005
TAMS® at a level of 1 356 reporting homes.
Introduction of overnight ratings in July 2006
2007 / 1½AMPS® / Sample size for AMPS® 2007 survey 21000.
First half of the year: Full national AMPS®
Second Half: Large - urban AMPS® only.
From AMPS® 2007 A SAARF reverted to the dependable 12-month rolling data plus top-line release of 6-month data in spreadsheet format.
AMPS® questionnaire similar to 2006.
Attitudinal section consisting of about 100 attitude statements added.
Attitudinal segmentation tool developed.
6 Diaries / RAMS® sample approximately 47 000 diaries
Two contractors: AMPS® & RAMS® from 2005
TAMS® extended to recently electrified rural areas. Panel is now fully national.
Reporting homes increased to 1 536.
2008 / 1½AMPS® / AMPS® 2008 sample size as in 2007 at 21 000
During the first half of the year a full national AMPS® was conducted followed by a large-urban AMPS® in the second half of the year.
Twelve-month rolling data as well as top-line release of 6-month data in spreadsheet format.
AMPS® 2008 questionnaire thoroughly reviewed after stakeholder strategy session in 2007.
6 Diaries / RAMS® sample approximately 49 000 diaries.
Two contractors: AMPS® & RAMS® from 2005 - 2008.
TAMS® reporting age reduced to 4+.
OATS contribution to TAMS discontinued
TAMS® at a level of 1 536 reporting homes.
2009 / 2 AMPS® / Sample size for AMPS® 2009 survey 25 000
Start of new contract 2009 - 2013.
Introduction of DS-CAPI – this may affect trendability of Print data; other media is not affected
Two full national AMPS® waves conducted.
Return to 1 contractor approach.
Data published as 12-month rolling data plus a release of selected 6-month data for the TAMS universe.
Information on new publications based on 6-month data released in spreadsheet format.
LSM 7 – 10 split in to 8 (low and high) subgroups
Life Stages revamped
AMPS® 2009 questionnaire largely as in 2008.
Changes to Household pre-weighting procedures
6 Diaries / 6 National adult RAMS® and two branded RAMS® releases.
RAMS® sample approximately 60 000 diaries.
Introduction of National flooding for RAMS®.
AMPS® and RAMS® reporting age for adults reduced to 15+.
TAMS® reporting age 4+.
TAMS® at a level of 1 536 reporting homes. Augmented panel now incorporated into TAMS® budget.
The final results from the first 3 years of the SAARF Out of Home Media Measurement Survey (SAARF OHMS) released at macro level to complete the national picture.
2010 / 2 AMPS® / Sample size for AMPS® 2010 survey 25 000.
Two full national AMPS® waves conducted.
Data published as 12-month rolling data plus a release of selected 6-month data for Print and the TAMS universe in March 2010. From September 2010 a 6-month database is released to the industry for analysis purposes but not for media planning.
Information on new publications based on 6-month data released in spreadsheet format to accommodate users that do not have access to the database.
AMPS® 2010A questionnaire largely as in 2009.
In the AMPS® 2010B questionnaire substantial changes were made to the TV and Print sections.
6 Diaries / 6 National adult RAMS® and two branded RAMS® releases.
RAMS® sample approximately 65 000 diaries.
AMPS® and RAMS® reporting age for adults of 15+ fully introduced.
TAMS® reporting age 4+.
TAMS® at a level of 1 536 reporting homes
No SAARF Out of Home Media Measurement Survey (SAARF OHMS).
2011 / 2 AMPS® / AMPS® and RAMS® reporting age 15+.
Sample size for AMPS® 2010 survey 25160.
Two full national AMPS® waves conducted
Data published as 12-month rolling data and a 6-month database is released to the industry twice a year for analysis purposes but not for media planning.
Information on new publications based on 6-month data released in spreadsheet format to accommodate users that do not have access to the database.
AMPS® 2011 questionnaires largely as in 2010, but the Out of Home Media section was substantially shortened by removing the mobility questions – this started a new trendline.
The Cell Phone section was expanded and the Internet section completely revamped and substantially expanded to keep up with a fast changing scenario.
6 Diaries / 6 National adult RAMS® and two branded RAMS® releases.
RAMS® sample more than 66 000 diaries
TAMS® reporting age 4+.
TAMS® at a level of 1 536 reporting homes.
TSV reported on from 19 December 2011
No SAARF Out of Home Media Measurement Survey (SAARF OHMS).

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