The drawn out SAARF/ASA/MAMCA debate is turning nasty. After months, years really, a languid industry has realised that the foundation on which we have relied for independent media research is being rocked.
This missive from the National Association of Broadcasters (NAB) confirms that they are pulling out of MAMCA, the funding conduit used to finance SA Advertising Research Foundation (SAARF) and the Advertising Standards Authority (ASA). Inferring that they are reluctant followers of Print Media(PMSA) and the Out of Home Association (OHMSA). [See full letter below or click on this link: 103_2012 NAB Response Letter]
Why they left this so long remains a mystery. The signs have been there for some years, the ASA is a financial drain on media owners and should be funded by marketers directly.
Whilst SAARF’s products form an essential part of media research a full review of the cumbersome questionnaires is overdue as is the data delivery mechanism and costing.
MAMCA if it survives at all, requires interrogation.
The gloves are off as we enter the next round.