South Africa’s Establishment Survey to end

The survey provides cross-platform, cross-device data on media consumption in South Africa. After running for three years, it will cease from the end of 2019, following a review of the media and marketing industry. The last deliverable will be available to the industry in March 2020.

The survey led to the introduction of a new Socio-Economic Measure (SEM) to track socio-economic indicators in South Africa, replacing the previous population segmentation model, LSMs.

The organisations said their mutual decision to close the survey would allow the PRC and BRC to “engage with industry players towards standardisation across all studies” as well as exploring the possibility of “a joint survey that will holistically meet the needs of all key stakeholders”.