Private & Confidential SAARF AMPS JUL - DEC 15 6 Month Release Layout SAARF AMPS DEC 15 ADULTS Prepared for:- South African Audience Research Foundation (SAARF®) Copyright Reserved May-16 COPYRIGHT The South African Audience Research Foundation (SAARF) is the holder of all copyright which subsists in the copyright materials provided herein. For purposes of clarity, the copyright materials shall include all reports, documentation, information, or software in material form, irrespective of the media on which such reports, documentation, information or software occurs, and includes, without limiting the generality thereof, all written and printed material, all micro-graphic and other reproductions of the written word, depiction and pictorial material, and all audio- visual, machine-readable and other information provided by SAARF. The copyright which subsists in the copyright material is reserved under the Copyright Act of the Republic of South Africa. 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ISSN 0379-637X Private & Confidential SAARF AMPS DEC '15 Section (6 Month Release Layout) Prepared for:- South African Audience Research Foundation (SAARF®) Prepared by:- Nielsen SAARF AMPS DEC '15 AMPS ® DEC '15 PAGE A TECHNICAL DATA Informants : 12792 Adult Population : 38259 (Adults 15+) H/Hold Weight : 15686 Cards Per : 1-57, 58, 61, 62, 64-66, 67, 68, 72, 73-75, 91-93 Questionnaire Questionnaire No. : Columns 1-6 Card Designation : Columns 78-80 (Numeric) Adult Population : c9227-c9236 Weight Household : c9237-c9246 Weight (## Not to be used with personal demographics) Large Item : c9247-c9256 Decision Maker (## Not to be used with personal demographics) Weights (These must be used for Household Products only on a filtered base of male heads of household and females who are wholly or partly responsible for the day-to-day purchases of the household = c9147'2') Household : c9257-c9266 Purchaser Weights (These must be used for Household Products only on a filtered base of those wholly or partly responsible for the day-to-day purchases of the household = c9147'1') Weight Format : Weights stretch over 10 columns with the seventh column being the decimal point represented an '&38' (.000) Weight Decimal Point Columns Population c9233-c9236 Household c9243-c9246 Decision Maker c9253-c9256 Purchaser c9263-c9266 NB:: PLEASE USE SMALL BASES WITH CAUTION ** For further notes see Special Notes in Technical Report SAARF AMPS DEC '15 RECOMMENDATIONS FOR WEIGHT SELECTION PAGE B There are 4 sets of weights on the SAARF AMPS DEC '15 The type of analysis to be done and the phrasing of the question will determine which weight should be used. The following are guidelines for when a weight other than personal should be used. Household Weights (c9237-c9246) The questions asked pertaining to household ownership, usage or purchase are the following:- C1-C26 E1 G1 H1-H15 J1 (1) - point 1 L1-L2 T1-T6 PD10-PD12 PD15 PD17 (Home Telephone only) If the analysis is to establish household incidence or number of units, or monetary value then the Household Weight (c9237-c9246) should be used. No filters are necessary. No personal demographics or habits are applicable. If the analysis is to be done to establish media usage or other personal demographics then the Large Item Decision Maker Weight (c9247-c9256) should be used, filtering c9147'2' i.e. Male heads of household and Females wholly or partly responsible The wording of the question and purpose of the analysis determines whether analysis by large item decision maker weights is meaningful. Purchaser Weight (c9257-c9266), filtering c9147'1' Use this weight with Household Products Purchased. PAGE 1 SAARF AMPS DEC '15 Card & col Code Age Groups : 15-24 9152 1 25-34 2 35-49 3 50+ 4 Areas : See Metropolitan Area Page 5 Average : See Readership Section in Questionnaire Section pg. 4 - 7 Issue Readership Children's : See Children's Primary Purchase Decision Maker Page 8 Primary Purchase Decision Maker Cinema : Yesterday 9109 0 ( NB** These Up to 7 days 1 figures are Up to 14 days 2 cumulative) Up to 4 weeks 3 Up to 6 weeks 4 Up to 8 weeks 5 Up to 3 months 6 Up to 5 months 7 Up to 6 months 8 Up to 12 months 9 Ever 9110 7 Never 8 Cinema - Frequency in Average 4 Weeks 1 9110 1 2 2 3 3 4+ 4 Community : Metropolitan Areas (250 000+) - Part of Large Urban 9154 1 Size Cities & Large Towns (40 000 - 249 999) - Part of Large Urban 2 Small Towns & Villages (500 - 39 999) - Part of Small Urban + Rural 3 Settlements + Non-Urban (Less than 500/Non-Urban) - Part of Small 4 Urban + Rural Large Urban (40 000+) 8 Small Urban + Rural (Less than 40 000 + Non-Urban) 9 Community : Metropolitan Areas (250 000+) 9155 1 Size Cities (100 000 - 249 9999) 2 Detailed Large Towns (40 000 - 99 999) 3 Small Towns (8 000- 39 999) 4 Large Villages (4 000- 7 999) 5 Small Villages (500 -3 999) 6 Settlements (Less than 500) 7 Non-Urban (Rural) 8 PAGE 2 SAARF AMPS DEC '15 Card & col Code Cosmetic : See Women Only Section Page 8 Usage Education : None 9148 1 Some Primary 2 Primary Complete 3 Some High 4 Matric 5 Post Matric Technikon diploma/degree 6 University degree 7 Other Post Matric 8 Financial : ABSA 9125 1 Institutions AFRICAN BANK 2 CAPITEC BANK 3 DISCOVERY 4 FIRST NATIONAL BANK (FNB) 5 INVESTEC BANK 6 NEDBANK 7 POSTBANK/POSBANK 8 STANDARD BANK 9 UBANK/TEBA BANK 9126 0 WESBANK 1 OTHER BANKS 2 ** OTHER FINANCIAL INSTITUTIONS (not specified) 3 ** Includes respondents who refused to name Financial Institution Sex : Male 9151 1 Female 2 Home : Afrikaans 9175 0 Language English 1 Zulu 2 Xhosa 3 N. Sotho 4 S. Sotho 5 Tswana 6 Tsonga 7 Venda 8 Swazi 9 Ndebele & Other - PAGE 4 SAARF AMPS DEC '15 Card & col Code Household : UP to R 799 9150 1 Income R 800 to 1 399 2 Groups R 1 400 to R 2 499 3 R 2 500 to R 4 999 4 R 5 000 to R 7 999 5 R 8 000 to R10 999 6 R 11 000 to R19 999 7 R 20 000+ 8 Household : Household Purchaser (wholly or partly responsible 9147 1 Status for day-to-day purchases) Large Item Decision Makers (male heads of 9147 2 household and female-wholly or partly responsible for day-to-day purchases) ## For Men / Women Household Purchaser see Men/Women Section Page 8 Household : Household Weight Page 8 Weights Large Item Decision Maker Weight Page 8 (see Weights) Household Purchaser Weight Page 8 Literacy : No 9149 1 (read/understand) Yes 2 Lifestages : At-home singles 9177 1 Young Independent Singles 2 Mature singles 3 Young Couples 4 Mature Couples 5 Young Family 6 Single Parent Family 7 Mature Family 8 LSM® (Living : See LSM (Living Standards MeasureTM) Page 7 Standards Measure) Marital Status : See Men/Women Section Page 8 Meter Universe : Meter Universe 9152 & PAGE 5 SAARF AMPS DEC '15 Card & col Code Metropolitan Areas, : Cape Town 9157 1 Extended Cape Town Fringe Area 2 (NOT Community Port Elizabeth/Uitenhage 3 Size) East London 4 Durban 5 Bloemfontein 6 Greater Johannesburg (Alex.,JHB,Sandton,Soweto,Randburg) 7 Reef (Urban Gauteng excl JHB,Pta,Vaal) 8 Pretoria 9 Kimberley 9158 1 Pietermaritzburg 2 Soweto 3 Vaal (Meyerton,Sasolburg,Vanderbijlpark,Vereeniging) 4 eMalahleni / Witbank 6 East Rand (Alberton,Benoni,Kempton Park, Boksburg, 9153 1 Germiston,Brakpan,Springs) West Rand (Roodepoort,Krugersdorp,Randfontein) 2 Motor Vehicles : Vehicles in household 9123 & Personal Motor : Car/Sedan/Beach Buggy/Hatchback/ 9123 - Vehicle 2 Seater Coupe Station Wagon 0 2-wheel/4-wheel drive 1 Kombi/Minibus 2 Motor Vehicle : Manufacturer AUDI 9310 3 BMW 9310 6 CHEVROLET 9311 1 CHRYSLER 9311 2 CITROEN 9311 3 FIAT 9312 3 FORD 9312 4 GWM 9313 0 HONDA 9313 2 HYUNDAI 9313 4 ISUZU 9313 6 JEEP 9313 8 KIA 9314 0 LAND ROVER 9314 5 MAZDA 9315 2 MERCEDES/MERCEDES-BENZ 9315 5 MITSUBISHI 9315 8 NISSAN 9316 0 OPEL 9316 2 PEUGEOT 9316 3 RENAULT 9316 7 SUZUKI 9317 5 TATA 9317 6 TOYOTA 9317 7 VOLKSWAGEN 9317 9 VOLVO 9318 0 ANY OTHER 9318 2 Occupation : Occupation codes differ from 1993 and previous Years (See coding sheets at back of data layout) Professional and Technical 9159 1 Administrative and Managerial 2 Clerical and Sales 3 Transport and Communication 4 Service 5 Agriculture 6 Artisans and Related 7 Production and Mining 8 Not Active 9 Other 0 PAGE 6 SAARF AMPS DEC '15 Selected Metropolitan Areas : - Suburb Splits Card & col Code Cape Town (M) : North 9141 & South West - South East 0 Total 1 Durban (M) : North 9142 & South - Central 0 West 1 Total 2 Johannesburg (M) : Soweto 9143 - North 0 South (excluding Soweto) 1 Central 2 Randburg 3 Sandton 4 Total 5 Pretoria (M) : Central/West 9144 - East 0 North 1 South 2 Total 3 NB:: SEE SUBURB APPENDIX FOR MORE DETAIL NB :: PLEASE USE ABOVE WITH CAUTION AS NOT SEPARATELY WEIGHTED Card & col Code Population : Black 9151 4 Group Coloured 5 Indian 6 White 3 Population : Adult Population Weight - see Weights Page 8 Primary Purchase : See Children's Primary Purchase Decision Maker Page 8 Decision Maker for Children PAGE 7 SAARF AMPS DEC '15 Card & col Code Province : Western Cape 9156 1 Northern Cape 2 Free State 3 Eastern Cape 4 Kwazulu-Natal 5 Mpumalanga 6 Limpopo 7 Gauteng 8 North-West 9 Readership : See Readership Section in Questionnaire Section pg.