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The MRF announces first MAPS data

The Marketing & Research Foundation (MRF) is pleased to announce the availability of the latest Media and Product Survey (MAPS) data, the most comprehensive brands and products research in South Africa. The MRF will be hosting a virtual webinar to introduce MAPS to the media, marketing and advertising industry on Thursday, 25 March 2021.

“This is the first iteration of the MAPS data that encompasses six months of data, July through to December 2020,” says CEO, Johann Koster. “Through MAPS, subscribers and their agencies will have access to some of the most comprehensive brand and product research, being able to track more than 1500 brands, including FMCG, appliances, retail and clothing outlets and fast food/casual dining categories to name a few.”

Not only does MAPS cover products and brands, but also includes intermedia comparisons and a host of consumer behaviour measures. The questionnaire has been modernised and re-engineered to marketer’s current needs, making it a big step-up from the old AMPS. There are several innovations in the new data such as insight into multi-platform behaviour and decision-making questions while the survey is geo-codable to enable a regional view of the data.

Some new metrics have also been included for the first time. These include details on stokvels – their participation, usage and profiles of the participants; liquor purchases – brands, outlets and consumption; malls – preferred malls and frequency of visits, brand loyalty and online purchase patterns. According to Koster, liquor consumption, particularly in the context of the pandemic makes for some very interesting reading!

MAPS 6 Months data introduction to the industry

Where:            Virtual Webinar – (Passcode: 274861)

Date:               Thusday, 25 March 2021

Time:               Webinar will start at 10:00

“The new survey and resulting data ushers in the return of insights and comparisons in a single timeframe across products, brands, media interaction and a host of consumer behaviour and beliefs,” concludes Koster. “We look forward to seeing everyone online on 25 March at 10:00 as we introduce the hottest research since, well, ever!”

For additional information on MAPS –

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The BRC’s interim radio data available end March

Hot on the heels of last month’s announcement that the BRC (Broadcast Research Council) would be releasing interim radio data, surveyed by Ask Afrika, the marketing and communications industry can expect the first release of data to software bureaus by the end of March 2021.

“We’re extremely excited about the availability of this data, particularly given the previous lack of RAMS data due to Covid-19,” says BRC’s CEO Gary Whitaker. “Since Q1 2020 and our last data release, media consumption and listening habits have fluctuated and changed before settling into new radio, streaming and podcast listening behaviours and various data sources reflect this.”

The interim data will be delivered to third party providers Telmar and Arianna by the 31st March. “Both Telmar and Nielsen have been engaged ahead of the release and both have received the questionnaire, prelim data and data map,” says Whitaker. “This will assist them to start with prep-work for quick uploading of data once the final data is submitted.”

The second interim data release is expected in May 2021. Surveying will take place through a combination of face to face and online interviews which will deliver insights at a Total Radio listenership level. The assessment of the approach was completed in collaboration with, among others, the AMF (The Advertising Media Forum), a collective of media agencies and individuals including media strategists, planners, buyers and consultants.

“We have a plethora of research data coming out soon,” confirms Whitaker. “This includes the second iteration of the interim radio data and the new ‘future-ready’ Radio Audience Measurement Survey (RAMS) with Ipsos as early as the end of Q2 this year. Watch this space, 2021 is going to be a great year for media research!”

For more information on the BRC visit

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