PAMCo, the joint industry currency for published media brands, has announced a collaboration with Barb for shared data collection, following a successful pilot in 2024. At the same time, it says it has retained Ipsos as its audience measurement partner for the next two years.
Following a successful pilot in October 2024, PAMCo and Barb say their two-year collaboration will see 15k interviewees per annum in Barb’s Establishment Survey – a continuous survey of 53k UK household interviews annually – which also asked readership questions for PAMCo.
PAMCo says the new approach to data collection means it optimises its use of high-quality face-to-face CAPI interviews.
The PAMCo questionnaire will continue to include the establishment survey questions for UKOM, the industry-endorsed online measurement provider. It will also remain a valuable input into both TGI and Touchpoints, added the organisation.
This new approach, alongside the continued integration of digital readership (UKOM endorsed Ipsos iris) will help publishers to drive revenue growth for the sector using trusted JIC measurement standards and data, the organisation continued.
PAMCo says the first release of new data will be in September 2025, and the first print estimates will continue to be fused with Ipsos iris for digital measurement.
Emma Holden, managing director of PAMCo, added: “PAMCo is delighted to be working with Barb on the next phase of our measurement journey. We continue to be committed to evolving the measurement of published media brands to reflect changing industry dynamics. This is a great example of effective cross media collaboration with our partners Barb and Ipsos, which centres on helping agencies and advertisers.”
Caroline Baxter, chief operating officer of Barb added: “The pilot in 2024 demonstrated the benefits of JIC co-operation on data collection – maximising the value of investment in a high-quality, single-source sample and avoiding unnecessary duplication of effort. We look forward to exploring further opportunities for cross-media collaboration.”
Kelly Beaver, chief executive of Ipsos UK & Ireland, said: “We are thrilled to be a part of this innovative collaboration with PAMCo and Barb. Our comprehensive audience measurement expertise has set a new standard for media measurement, and we’re looking forward to continuing to work with PAMCo on this. This collaboration not only enhances the precision and reliability of readership data but also provides a holistic view that bridges traditional and digital media landscapes. At Ipsos, we are committed to working in ways that empower publishers and advertisers to make informed decisions, ultimately driving growth in the industry.”
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