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PROCEDURE AND GUIDELINES FOR THE INCLUSION OF MEDIA, PRODUCTS, BRANDS AND NEW QUESTIONS IN AMPS AS WELL AS THE PUBLICATION OF RESULTS

INTRODUCTION

The basic purpose of AMPS is to provide data about the use of the mass media, and the consumption of products and services by users of the mass media. The data has to be comprehensive enough so that it can be used for target marketing and aid advertisers and their advertising agencies in taking decisions about the selection of media for their advertising campaigns. Media owners have to be able to use the data to market their media, and for strategic editorial and programme planning.

Applicants must please read this document before completing the relevant application forms that can be found on the SAARF website.

Please note that although these guidelines may change from time to time they will not be applied retrospectively.

SECTION 1: APPLICATION PROCEDURE
Applications must be e-mailed to SAARF at saarf@saarf.co.za, taking into account the criteria as set out below.

On receipt of an application, SAARF will discuss it with the contractors to determine the technical feasibility of the request. SAARF will then table the request at the appropriate Council. All Councils are selected by SAARF member associations. SAARF members are defined in the Memorandum of Incorporation.

Only in cases where there is no clear-cut resolution of the request, will SAARF table the request, plus its recommendation, at the SAARF Advisory Council.

In cases where the matter cannot be resolved at the SAARF Advisory Council, the Board of Directors of SAARF will make the final decision.

SAARF will advise the applicant of the outcome of the application. Should the applicant want to appeal the decision, they should let SAARF know in writing and motivate their appeal. SAARF will then table it to the relevant Councils for them to re-consider previous decisions made.

Should SAARF have automatically included media brands or products on AMPS, there will be no notification as there was no direct request.

After the Advisory Council has finalised the questionnaire, no further request will be considered. However, requests that have been turned down can be resubmitted in future should circumstances change.

For the media mentioned in paragraphs two to six below, two copies of the latest edition of the publication must be posted or delivered to SAARF on application.

For all publications information on the how and where of its distribution must be supplied to enable the Councils to see if the publication has a restricted distribution area. All publications must also supply information on its ABC. For publications without an ABC, the print order must be given. 

An electronic full colour version of the most recent masthead (preferably JPEG) of all print publications must be e-mailed to saarf@saarf.co.za. Any by-lines/slogans etc. will be removed from the mastheads.

All requests must be mandated by the person in charge of the specific medium for which the application is being made.

When a media brand’s name changes fundamentally the old name will be carried as a note in brackets, along with the new name, for a period of 12 months.
For brand applications, an electronic version of the latest available brand logo (preferably JPEG) must be e-mailed to saarf@saarf.co.za as part of the request.


SECTION 2: GUIDELINES FOR INCLUSION

The following guidelines are used to decide on the inclusion of media, products, brands and new questions in AMPS:

1. General
Media owners must indicate a preparedness to contribute financially to the research. Print media owners pay an amount to be agreed upon beforehand with Print Media South Africa (PMSA), while all other media owners collect an industry levy as decided by the industry from time to time (currently 1% on their net ad revenue).

All media owners must indicate a preparedness to work through the relevant industry association and preferably become a member of the appropriate industry body.

It is recommended that all publications measured in AMPS should be members of the ABC.

Results for all branded media will be reported on but lower level analysis will only be permitted for data based on 40 or more respondents. Top-line figures for all media and products will also be reported on the SAARF website for easy access.

New questions will be considered by the industry to ensure that the survey stays current but due to the length of the questionnaires, such questions will only be included if good reasons exist for inclusion and if they fit in with the purpose of AMPS.

Consideration may also need to be given to removal of questions to maintain the questionnaire length.

Due consideration will also be given to whether a specific request is technically feasible. The inclusion of any specific medium must not have an adverse effect on the current methodology as it could negatively influence the results of other media.

SAARF will also consider the removal of questions that are not required anymore.

2. Newspapers
The publication must have a penetration of at least 1% of the total household population of the distribution area. Exceptions can be made for newspapers with a specific target group.

When the fieldwork commences, the title must have been on the market for at least 6 issue periods.

The publication must have a distinctive masthead.

All publications measured on AMPS must carry paid-for display advertising.

Bi-weeklies with the same/similar mastheads will be regarded as one title with two issue periods and the AIR will be calculated by using the issue period as being the number of days since the previous issue was published. In cases where the mastheads are significantly different from one another, each publication will be regarded as a weekly.

The issue period must be daily, bi-weekly, weekly, fortnightly or monthly.

At the October 2014 Print Council, the decision was taken to add a 6-Day newspaper category.

Should a newspaper have less than 40 claimed average issue readers for 2 consecutive AMPS 12 month survey releases, it will be excluded from subsequent surveys.

3. Newspaper Supplements
Supplements must be included in all copies of either the parent publication or of a specific regional edition thereof (not smaller than province).

A supplement should be a separate loose section which can be removed in its entirety from the main publication with a minimum of four pages for at least half of the issues in which it appears.

For daily supplements to qualify on this criterion, at least 60% of the issues, i.e. at least 3 out of 5 issues should be a separate loose section. In cases where a specific supplement is carried by more than one newspaper and is not consistently a loose supplement across all newspapers, but is so in 60% of cases, it will be measured across all newspapers to obtain a total readership for the supplement.

A supplement has to appear regularly, i.e. in every issue, or at regular intervals e.g. once a week for a daily or once a month for a weekly publication.

Supplements must have their own distinctive masthead and identity.

All supplements measured on AMPS must carry paid-for display advertising.

Supplements must form an integral part of the newspaper and belong to the same owner as the newspaper.

Advertising inserts and other publications carried by the newspaper will not be measured.

Education, Property and Classified supplements are not measured.

Should a supplement have less than 40 claimed average issue readers for 2 consecutive AMPS 12 month survey releases, it will be excluded from subsequent surveys.

4. Local/Community Papers, Free-sheets and Free Magazines
Local/community papers, free sheets and free magazines are not measured in AMPS.

5. Magazines
If a publication has a circulation figure of at least 20 000 + and meets all the other requirements, it will be automatically included. If a publication has a circulation figure between 10 000 and 19 999, plus it meets all the other requirements, it will be included on request.

Exceptions can be made for magazines with a specific target group (e.g. farming, business sector) or for new publications and those with a growing circulation.

The publication must have a distinctive masthead.

When the fieldwork commences, the title must have been on the market for at least 6 issue periods for publications with a publication interval of monthly or less, 4 issue periods for 6-weeklies, 3 issue periods for alternate monthlies, and 2 issue periods for quarterlies.

The issue period must be weekly, fortnightly, monthly, 6-weekly, alternate monthly or quarterly.

Newspaper magazines are measured as newspaper supplements.

All magazines measured on AMPS must carry paid-for display advertising.

Multilingual publications will have one prompt if they have identical mastheads (if the masthead is identical but are in different colours for the different versions, the publisher must decide on the one to use for the respondent prompt). Multilingual publications with different mastheads (i.e. different names) will have separate prompts, but will be given a combined readership figure if they have a combined ABC.

As a rule, publications must be translations of each other and have identical advertising to be reported together.

Should a magazine have less than 40 claimed average issue readers for 2 consecutive AMPS 12 month survey releases, it will be excluded from subsequent surveys.

6. Subscriber/Custom Publications (e.g. Edgars Club Magazine, Dish/Skottel etc.)
The publication must have a circulation of at least 50 000 and will only be considered for inclusion on application.

When the fieldwork commences, the title must have been on the market for at least 6 issue periods for publications with a publication interval of monthly or less, 4 issue periods for 6-weeklies, 3 issue periods for alternate monthlies, and 2 issue periods for quarterlies.

The issue period must be weekly, fortnightly, monthly, 6-weekly, alternate monthly or quarterly.

The publication must have a distinctive masthead.

The publication must be circulated to subscriber accounts or card holders of the specific organization that the publication represents.

All magazines measured on AMPS must carry paid-for display advertising.

Should a magazine have less than 40 claimed average issue readers for 2 consecutive AMPS 12 month survey releases, it will be excluded from subsequent surveys.

7. Television
All television channels available in South Africa including, where possible, community television channels, are included in the prompt list (the prompt lists can be found on the questionnaire that is in the AMPS Technical Report on the SAARF website). This includes channels offered in locally available pay-TV bouquets as well as all free-to-air television channels via all delivery mechanisms.

Channels that are on the air for special events only are excluded.

An “other” category is provided in which the names of channels not on the prompt list (the prompt lists can be found on the questionnaire that is in the AMPS Technical Report on the SAARF website) are recorded. If the percentage penetration of “other” exceeds 10%, the largest contributors may be separated out and included in the prompt list.

8. Radio
All radio stations available in South Africa, including community radio stations, which are licensed by ICASA when the questionnaire is finalised, are included in the prompt list (even if not on the air).

An “other radio station” option is provided for the names of stations not on the prompt list.

Stations that are on the air for special events only or for a limited number of months per year are excluded.

9. Cinema, Outdoor, Internet
No specific criteria apply because the information for these media is collected at a macro level on AMPS, i.e., not for individual cinemas, outdoor or internet sites.

Requests for questions in these categories will be considered on merit.

10. Products and Brands

10.1 Products
The annual advertising expenditure on a specific product category is used as an indicator to assist in deciding whether a product category should be included on AMPS.

The required minimum advertising expenditure for the inclusion of a product category is decided on from time to time and currently it is R13 million per year.

This Ad Spend criterion will be reviewed every 5 years.

Cognizance of marketers’ categorization will be taken when a decision is made about the inclusion or removal of a product category as the inclusion of a small category might be required to provide marketers with the full picture relating to certain categories.

Requests for inclusion of developing categories will be decided on merit.

Removal of product categories will only be considered once a year to ensure continuity of data. Removal of a product category will be determined by both low Ad Spend and low usage. However the removal of categories should be averaged over at least a two year period, to mitigate against the possible over or under spending e.g. launch year and recession effects.

If a category has high usage but low Ad Spend, for example mealie-meal, it could be included depending on circumstances.

Product categories vary greatly in characteristics and individual aspects of categories need to be considered when deciding about inclusion or exclusion, i.e. it is not always a question of one size fits all.

10.2 Brands
Requests for inclusion of developing/new brands will be decided on merit.

If a brand is currently not measured in AMPS, the Ad Spend will be used to help decide whether it should be included or not. If there is a higher Ad Spend for a specific brand than for others in the category, it could serve as motivation to include the brand.
If a brand that is new to the market is included, it should stay on for at least 4 AMPS waves, i.e. a 2 year period. There will be no unnecessary chopping and changing of the brand list and changes will only be considered once a year during July/August to ensure data continuity.

For large multi-brand categories where all other criteria are met, brands will be selected according to highest Ad Spend or Nielsen sales figures, to limit the number of brands to the maximum permitted for one product category i.e. two full columns over one A4 page.

If the reach is less than 40 users for four AMPS waves, i.e. over a 2 year period, the brand may be excluded except in special circumstances. This holds not just for brands on the self-completion part of the AMPS questionnaire, but also for brands on the DS-CAPI part of the AMPS questionnaire i.e. the financial services, shop outlets etc.

Where there is a low Ad Spend for a particular brand, it will not be used to decide whether the brand must come off as that decision will be based on the number of respondents that claimed the brand.

Even if there is a low Ad Spend on an important brand with large consumption, the brand should be included.

All advertising agencies and consultants must note that if a brand is no longer on the market, it will only be removed from AMPS on confirmation from the owner of the brand.

Before any brand is removed the importance of the brand information of this brand to its competitors will be considered.

An electronic version of the latest available brand logo (preferably JPEG) must be e-mailed to saarf@saarf.co.za as part of the request.

10.3 Brand Variants
Arbitrary requests for brand variants will not be included. (Currently the Product Questionnaire carries approximately 1500 brand names, including variants).

However, in special circumstances, brand variants may be considered for inclusion if motivated for on logical grounds .e.g.

When the variant is the more common name by which the product is known to consumers, and on which they base their decision to use/purchase, then the variant name will be considered. In these cases, there is the possibility that consumers may not even be aware of the global brand.

Within a Product Category, if brand variants are included for one brand, then requests for brand variants by opposition marketers will be considered. However, if the brand list for a category becomes unmanageable, then all brand variants may be removed from that category. This will avoid any bias towards one marketer within a product category.

When the brand and variant list exceeds the space allowed for one product category (two full columns over one A4 page), then the brands and variants will be selected according to highest Ad Spend or market share within that Product Category.

For all new brands for inclusion, brand variants will be typed beneath the global brand logo in type script, rather than using the variant logo

There are also cases where a mother brand covers a number of brand variants, and within these, further variants. Variants of variants will not be considered for inclusion.



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