South Africa, June 10 -- The innovative Socio-Economic Measure (SEM) aims to replace the old Living Standards Measure (LSM) as an indicator of how people actually live in South Africa. Introduced in 2017, SEM offers advertising media planners and advertising placement decision makers a tool that realistically describes how people live now, not merely what they have in their homes.

With questions the answers of which determine whether a household has a police station nearby, a motor car, home security services, type of flooring, access to running, cold or hot water, type of roofing and number of sleeping rooms, SEM uses a statistical and technical solution to assist media planners to segment target audiences in the population to show how ...