The data for Quarter 2 2017 covers the period from July 2016 to June 2017, and is based on 50% NRS print data and 50% AMP print data.
NRS data will now be published with an incremental proportion of AMP data for each subsequent quarter in 2017. Print data will be blended from NRS and AMP samples, whilst the NRS PADD style fusion will still be used to deliver digital audience estimates.
The first 100% AMP dataset covering the period of January 2017 to December 2017 will be released in February 2018. The 100% AMP data sets will allow the market to plan de-duplicated reach and frequency campaigns across all platform for the first time, enabling publishers to properly commercialise their huge mobile audiences, says PAMCo.
Simon Redican, Chief Executive of PAMCo, said: “The second of our blended NRS data sets shows the almost ubiquitous coverage of published media with 94% of GB adults consuming magazine media and newsbrand content each month on print, PC and mobile and mobile almost equalling print in terms of monthly reach. Whilst 2017 will be a period of transition between NRS and AMP data sets, the robust data produced will enable the market to continue to plan and trade with confidence.”
Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes. This means that from Q1 2017 data release onwards, the data should not be compared with previous periods of NRS data. Also, individual periods should not be broken out to compare NRS and AMP data for commercial or marketing purposes.
