Data capture wars
JEREMY MAGGS: What will replace iconic Amps?
Two competing surveys — one by marketers, the other by media owners — are hoping to replace the iconic Amps. Can the two sides bury their differences or will cost be the deciding factor?
A year since the demise of the All Media Products Survey (Amps), the Marketing Association of SA (Masa) is pinning its hopes on a newly developed survey, which is currently sitting with senior figures in the sector and awaiting their input. But it has an arch-rival, called the Establishment Survey, which is being punted by the broadcast and print sectors. Masa CEO Greg Garden says once feedback is collated, the Marketing Industry Research Initiative will be put out to tender, and he hopes questionnaires will be in the field early next year. Garden says while Amps was a world-class body of research that provided crucial consumer data to brands and agencies, its demise was hastened by the resignation of media owners, who were key funders, and the subsequent creation of the Establishment Survey. Garden believes this research "cannot reasonably act as a replacement for Amps as its objectives are focused more on media owner requirements of measuring multimedia behaviour for media plannin...