The complex new world of media research

Media research in 2014

By Rob Smuts

As the media industry transforms, so should the media research advertisers depend on to make decisions. It used to be that each release of the venerable All Media and Products Survey (Amps) signalled the most important event in media research in South Africa.

In fact, without the traditional Amps media research, can we possibly make any advertising placement decisions that are any good? At this time, probably not. But what does the future hold for media research?