South African Cross-Media Study to Close

South African cross-platform audience measure the Establishment Survey will produce its final data next month, after a review by operator Kantar TNS and industry bodies the PRC and BRC.

The survey will deliver the last results for H2 2019 in March 2020. The partners say the decision follows a review of the changing media landscape in the country, and the need for greater collaboration across all bodies.

The study was established around three years ago and replaced the existing LSM segmentation model with a new approach, SEM (Socio-Economic Measure), more accurately reflecting the country's ethnic and geographic breakdown.

In a statement quoted on www.bizcommunity.com , the PRC (Publisher Research Council), BRC (Broadcast Research Council) and Kantar TNS said the decision to cease was mutual and amicable, and aims 'to enable the BRC and PRC to future proof the study to better meet the needs of the media and marketing industry, engage with industry players towards standardisation across all studies and explore the possibility of a joint survey that will holistically meet the needs of all key stakeholders'.

Web sites: www.brcsa.org.za , www.prc.za.com and www.kantar.com .