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MRF’s latest MAPS consumer behaviour data is available

The Marketing Research Foundation (MRF) has announced the release of the latest MAPS™ (Marketing All Product Survey) data, now accessible to its subscribers and their designated agencies. Spanning October 2022 to September 2023, this dataset offers invaluable insights into consumer media habits and product consumption patterns.

Johann Koster, CEO of MRF, underscores the significance of these quarterly data releases, emphasising their role in providing users with the most current and comprehensive understanding of consumer behaviours. “The quarterly updates of MAPS data offer a nuanced perspective on consumer media engagement and spending habits, painting a detailed picture crucial for informed decision-making,” says Koster.

With a dataset spanning over three years, dating back to July 2020, MAPS provides an unparalleled depth of information for analysing shifts in consumer behaviour over time. Whether examining year-on-year changes, seasonal variations, or quarterly trends, MAPS serves as an indispensable strategic resource in navigating today’s dynamic marketing landscape.

Looking ahead, Koster highlights the upcoming release scheduled for May, which will encompass the entire 2023 calendar year. This presents a unique opportunity for subscribers to conduct a comprehensive comparison spanning three complete calendar years, facilitating deeper insights and informed strategies for the future.

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RAMS (Radio Audience Measurement) AMPLIFY™ Reach & Frequency modelling update

Last year, The Broadcast Research Council of South Africa (BRC) released the new RAMS (Radio Audience Measurement) AMPLIFY™ Reach & Frequency data to the media and advertising industry. The data was modelled by Ian Garland of Milton Data, and this month, Ian will be visiting South Africa to present the intrinsic nature of the model.

The BRC’s CEO, Gary Whitaker says, “We are pleased and excited to be hosting Ian in Johannesburg and Cape Town as he discusses the new RAMS AMPLIFY™ Reach & Frequency background and data with the media and advertising industry. Diarise the 19th of March in Johannesburg and the 20th of March in Cape Town.”

This new innovative Reach and Frequency radio data model, based on P7D (Past Seven Days) listenership for the South African market has been modelled by Ian Garland of Milton Data who has pioneered ground-breaking work for the likes of Oztam, Commercial Radio Australia, Fox Sports, BBC, NBC Universal and IAB Australia.

The new data model relies on a 24-month version of the BRC’s/Ipsos’ day after recall survey. This dataset includes over 70 000 respondents. The data includes information about people’s listening habits claimed for yesterday and the last seven days and the standard categorisation details for these respondents such as province, age, gender, population group, metro/urban/rural status, and socio-economic measures.


When:  19 March 2024

Where: Bryanston County Club, (Bryanston Room)

Time:   10h00

Registration link:

Cape Town

When:  20 March 2024

Where: Two Oceans Aquarium, Dock Road, V&A Waterfront

Time:   10h00

Registration link:

BRC Contact Person 1: Anele Ntuli, +2774 554 0571 or

BRC Contact Person 2: Boitumelo Pooe, +2783 309 7193 or

“These sessions are open to everyone interested or involved in South African radio or in the measurement of thereof,” concludes Whitaker. “Ian will be available in a Q&A session afterwards and we look forward to welcoming him to South Africa.”

For more information on the BRC visit

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