As the name suggests the ES forms the foundation to all media research in South Africa and establishes the adult universe in terms of geography and demographics. It also includes LSM’s and the new Lifestyle Measure – SEMs. Inter media comparisons in terms of reach, frequency and time spent are also researched.
The PRC funds and owns this study in partnership with the BRC (Broadcast Research Council). Interested parties to the study are the Advertising Media Forum (AMF), and MASA (Marketing Association of South Africa).
Both the ES and all individual currency surveys can be linked via “fusion hooks” (common questions) on both the hub and the donor surveys. The annual sample is 25,000 respondents conducted in two six monthly waves of 12,500.
Any advertiser or research house may multibase (link) their proprietary surveys or customer databases to the ES. Permission must be granted from the survey owners (PRC and BRC) as there are costs involved.