South Africa and asi: a revolution in audience measurement

We were particularly delighted that one of the standout papers at this year’s asi conference in Athens reflected the role of asi as a forum at which the global media community comes together to share expertise and seek solutions. Clare O’Neil of BRC, the new JIC in South Africa, and Jennie Beck of Kantar Media described how audience measurement in South Africa was finally able to reflect post-Apartheid reality and the role that the international asi community played in helping to guide the development of solutions.

In these short videos Clare and Jennie tell the story, both in their presentation (above) and in a fascinating ‘fireside chat’ in the asi ‘Green Room’ after the presentation (see below), in which they give our Research Director Richard Marks more background to the challenges they faced, many of which will resonate outside of South Africa itself.

See also Mediatel’s account of the asi conference by Julie MacManus.