FUSION22, produced by The Broadcast Research Council of South Africa (BRC), Publisher Research Council of South Africa (PRC) and Nielsen South Africa is the most comprehensive media study ever produced in Africa and is available freely to the media planning industry.
The process of five fused surveys, three of which are industry currencies, have resulted in the combined data of, effectively, 56 219 respondents. Originally all stand-alone surveys, FUSION22 contains the fused data from the BRC’s TAMS (Television Audience Measurement Survey, 11 000 respondents) and RAMS Amplify™ (Radio Audience Measurement Survey, 37 721 respondents), the PRC’s Read2022 (REader Audience Data, 14 730 respondents) and NielsenIQ CPS (Consumer Panel Services – Home Panel, 4 000 households) and Nielsen Media’s DCS (Digital Consumer Survey, 3000 respondents).
FUSION22 brings together, all in one place, the media platforms, TV, Print, Digital and Radio, and product and brand information including but not limited to, banking, cellular, automotive, retail and FMCG and consumers efficiently segmented by these popular tools. This brings to life over 500 media vehicles and 1800+ brands.
FUSION22 is the ideal media planning tool, especially during the first stages of profiling and understanding of a target market. The media currencies, TAMS and RAMS still need to be used at the granular station buying levels, as RAMS, with a sample of almost 38 000, is robust enough to allow for regional and provincial analysis. All the checks done during the validation phase of the survey ensure that all stations and titles were within 2% of the currency donor studies, at the national level.
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