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    Centre d’étude des Supports de Publicité (CESP) also commended SAARF as being world class. Most of the recommended improvements were already mentioned by SAARF pre the audit.

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    Yet so many marketers still pour budgets into TV, a declining, expensive and unpredictable medium, and are hesitant to spend more in a growing, inexpensive and extremely targetable medium, i.e. digital. Bizarre… BTW, I’m not saying Digital should replace TV, the two can work very well together, but I am saying that it doesn’t make sense to keep spending more on something that continually delivers increased CPP’s and thus weakens ROI.

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    SAARF is media neutral and research all media (Including web). SAARF only reflects media landscape and do not interpret the results (It is not within their mandate). Maybe we need better interpreters!

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    The good news is that the expanded panel is more truly representative of the South African population and will provide for robust and stable ratings data. But it does provide TV planners with different data. While the overall universe size is up by 5.7% for households and 7% for individuals, overall prime time ratings are down by 2.1%. There is variation by target market, with LSM 8-10 adult prime time ratings down by as much as 5.5% and English/other speakers down by 6%.

    So if planned properly you would still be within the industry norm of 10%
    I admit that before March 2014 there was a lot of instability but this article is too much gloom and doom. Do you really need a 6 week period to predict daily prime time shows / time slot?

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