We conduct numerous research studies every year, all designed to best serve the needs of our advertisers, their agencies and our members.
The Establishment Survey
As the name suggests the ES forms the foundation to all media research in South Africa. It establishes the adult universe in terms of geography and demographics. It also includes LSM’s and the new Lifestyle Measure – SEM’s. Inter media comparisons in terms of reach, frequency and time spent are also researched.
The PRC funds and owns this study in partnership with the BRC (Broadcast Research Council). Interested parties to the study are the Advertising Media Forum (AMF), and MASA (Marketing Association of South Africa).
Both the ES and all individual currency surveys can be linked via “fusion hooks” (common questions) on both the hub and the donor surveys. The annual sample is 25,000 respondents conducted in two six monthly waves of 12,500.
Any advertiser or research house may multibase (link) their proprietary surveys or customer databases to the ES. Permission must be granted from the survey owners (PRC and BRC) as there are costs involved. Contact Peter Langschmidt for more details.
PAMS (Publisher Audience Measurement Survey)
The purpose of PAMS is to:
- Measure and track the audiences of publications across all reading platforms to enable the buying and selling of advertising space in these publications
- Fuse these audiences with brand, digital and other media studies
The first PAMS was released in April 2018 and measures the audiences of over 150 newspapers, magazines and websites.
The sample is 17 300.
Nielsen Watch conducts this survey on behalf of the PRC.
The next PAMS survey takes place in 2019.
The PRC Online Reader Panel
We will be launching our own online and mobile reader panel of 5,000 respondents in 2019. This will measure both quantitative publication currencies as well as the qualitative inherent strengths of reading.
The PRC work very closely with the IAB and are currently busy with a pilot fusion project linking IAB unique browser data with PAMS readership data.
Media Synergy 2017
This study, conducted by GFK, proved conclusively that print consistently delivers a higher ROI than radio or media types. Results are available in the Media Library.
Media Engagement Study
TNS conducted a media engagement study amongst 2 000 respondents in 2017. This showed that readers are far more involved than viewers or listeners when engaging with the medium. Full results in the library.