The past decade has brought both innovation and improvement in local audience research. This was largely achieved through the establishment of a number of specialist joint industry committees by the broadcasting, publishing and out-of-home sectors as they sought to establish appropriate, objective and credible audience measurement surveys in a fast-evolving media ecosystem.
Both the Publisher Research Council (PRC) and the Broadcast Research Council (BRC) provided data about SA’s population and its purchasing habits. In addition, the PRC introduced fusion as an elegant solution, reducing the cost and technical difficulties of capturing all the data of interest in a single-source survey. Nielsen Consumer Panel Services provided actual FMCG purchase data, replacing fallible respondent recall...
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