Publisher Audience Measurement Survey Delivering 20/20 Vision


Given the current Government lockdown, the Publisher Research Council’s (PRC) release of the Publisher Audience Measurement Survey (PAMS) 2019 results will now be done via a webinar delivered via Zoom video conferencing on 7 April 2020.

The PRC is set to deliver data reflecting their commitment to quality fieldwork, and a sample in excess of 15,000 of brand data. The #PAMS2019 survey results reinforce the PRC’s commitment to ensuring stability and the reliability of the methodology and gathering of data. These are fundamentals the media sector has become accustomed to over the past five years.

First-time additions such as the introduction of Household Income in the sample frame and weighting, plus using renowned demographers GTI to share their expertise in matching rapidly urbanising profiles, are designed to provide users with greater depth and understanding. The PRC has gone to great lengths to supply media planners with the data required to prepare plans for clients on a consistent basis. 

Renowned global media expert, Robert Ruud said, ‘The PAMS 2019 sample design as developed by Professor Ariane Neethling seems to be well adapted to the particular socio-economic landscape of the South African market. The innovations adopted in terms of appointing a new demographic data partner GTI to provide accurate population movements into metro areas, combined with the inclusion of income sampling and weighting should result in a well-balanced and efficient sample as in line with global best practice.’ 

PAMS 2019 offers an interesting picture of South Africa’s consumers and their relationship to brands across the Automotive, Banking, Cellular, Food, Fashion and Furniture categories. 

Josephine Buys, CEO of the PRC said, ’PAMS2019 is South Africa’s largest income weighted sample of over 15,000 respondents, with the latest, most representative sample and survey in South Africa that contains brand information.’

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