The last deliverable will be made available to the industry in March 2020 for the last half-year results for 2019. This decision comes following a review of the shifting media and marketing research landscape in South Africa and the need for greater collaboration across all bodies.
The PRC, BRC and Kantar TNS partners say that they are proud of the part that the Establishment Survey
has played in modernising the South African media industries' data.
The introduction of the new Socio-Economic Measure, SEM 2018TM
, developed by Neil Higgs and team, was an industry-leading initiative that focussed on accurately measuring socio-economic indicators in South Africa.
Representatives from the PRC and BRC complimented Kantar TNS on the work done in replacing LSMs — the entrenched but outdated population segmentation model — with SEMs, which reflect the real economic consumer landscape in terms of numbers as well as ethnic and geographic make-up.
The PRC, BRC and Kantar TNS decision to cease production of the Establishment Survey
data is mutual. The trio says that the partingis amicable and will allow the following:
- The BRC and PRC to future proof the study to better meet the needs of the media and marketing industry
- The engagement with industry players towards standardisation across all studies
- The exploration of the possibility of a joint survey that will holistically meet the needs of all key stakeholders.
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