Media research at the crossroads

Media research body Saarf is critical for media strategy

ROB SMUTS explains why Saarf is critical to our industry and why destroying it would be the biggest mistake we could make

The South African Advertising Research Foundation (Saarf) is different from the rest of the media research world. Saarf has been the envy of the international research world because many other countries have failed to develop processes and methodologies to measure media audiences in an independent way.

Saarf was launched in 1975 and what set it apart from the rest of the world were three visionary developments.

Media research conundrum