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SAARF has had a name change

Published: 30 July 2012

SAARF, the research foundation behind AMPS, RAMS, TAMS and the LSMs, has a new name. Previously the South African Advertising Research Foundation, SAARF will now be known as the South African Audience Research Foundation.

The name change, initiated by the SAARF Board, has been officially accepted by the Commissioner of the CIPC.

“SAARF is the custodian of the industry’s media audience currencies, and sets the standard for audience research in South Africa; the new name better reflects this,” says SAARF CEO, Dr. Paul Haupt.


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