The MRF says that although it had hoped to release the latest MAPS data covering the July 2021 to June 2022 fieldwork period towards the end of November, it decided to prioritise the implementation of the auditors' recommendations to improve the stability and reliability of MAPS further.

This involves adjusting how the sample data is weighted to reflect population figures more accurately.

"Arriving at an ideal weighting framework is a highly technical and iterative process that requires time and accuracy," says MRF's CEO Johann Koster.

Koster adds, "The audit showed that past MAPS releases achieved weighting efficiencies of approximately 71%, which is acceptable by international standards. However, the adjustments being made will improve that to 75%."

"This means more stable and reliable data. It is essential to the MRF that released data to agencies and marketers is of the highest quality and integrity. We firmly believe that the extra time and effort we put in now to achieve these higher data efficiencies are well worth it," says Koster.

The MRF aims to release the data for July 2021 to June 2022 fieldwork period in January 2023, coinciding with the industry return from a festive season break and in time for marketing budgets. The exact date will be confirmed and communicated to the industry soon.

"We are putting the work in now so we can deliver more efficiently in future and we cannot rush the process as accuracy is paramount. The benefits of an improved weighting model far outweigh the impacts of a single delayed release," adds Koster.

"I would like to take this opportunity to thank our subscribers and their agencies for their patience, understanding and support while we work through this critical process," concludes Koster. 

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