The South African Advertising Research Foundation (Saarf) has changed its name to South African Audience Research Foundation - the Saarf acronymn remains the same, although the wording has changed.
Saarf is the research foundation behind the TAMS, or the TV viewership measurement currency South Africa uses to compile and track television viewership in South Africa.
In a statement Saard says the name change is because "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."
