Two Year Data Collection Deal for Barb and PAMCo

PAMCo, the join industry currency body which oversees audience figures for British newspapers and magazines, is to continue its collaboration with Barb for shared data collection, following a successful pilot in the autumn. PAMCo has also extended Ipsos' contract as its audience measurement partner, by two years.

The two organisations announced in September that they would collaborate to ask a sample of participants to answer questions for both in the same session. This will now be rolled out longer-term - initially for two years: from 53,000 households interviewed each year for Barb's Establishment Survey, some 15,000 will also be asked readership questions for PAMCo.

The approach allows PAMCo to maximise its use of high-quality face-to-face CAPI interviews. The PAMCo questionnaire will continue to include the establishment survey questions for online measurement currency UKOM, as well as feeding into both TGI and Touchpoints. The first release of new data will be in September 2025, and the print estimates will continue to be fused with Ipsos iris for digital measurement.

MD Emma Holden (pictured) comments: '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'. Barb COO Caroline Baxter says the pilot exercise 'demonstrated the benefits of JIC co-operation on data collection... avoiding unnecessary duplication of effort', and Ipsos UK & Ireland CEO Kelly Beaver adds, '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'.

Web sites: www.pamco.co.uk , www.barb.co.uk and www.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.