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The SAARF Trends booklet is now available and covers 5
years of AMPS data: 2009 2013.
The latest 2013 results cover data collected from Jan-Dec 2013. The 2009-2013 figures will differ from previous trend booklet editions as they now reflect annual January-December data.
Users of the booklet must also keep in mind that the 2008 figures are based on the previous 16+ universe whereas the 2009-2013 results are based on the new 15+ universe.
In addition to a general introductory section, the booklet covers the following:
1 Population statistics
7 Out of Home
9 The Home
10 FMCG Product Categories
11 Living Standards Measure
The section on the SAARF LSM is a write up on the history, current status and information on the size and main demographics of each group, as well as their media exposure.
In addition to all the media information, there is useful information on all the products and activities measured in AMPS over the past 5 years. It gives an indication of the years in which each of them was measured and where there was a methodological change.