SAARF changes its name

SAARF, the research foundation behind and the LSMs, has a new name.

Previously the South African Advertising Research Foundation, SAARF is now 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’s CEO, Dr Paul Haupt.

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