Barb and PAMCo today announced that they will jointly run a beta-stage trial of shared data collection in October 2024, to be carried out by Ipsos, their mutual data-collection partner. This continues the review process being undertaken by PAMCo as they look to deliver an evolved measurement system for 2025.

The trial will include a sample of participants in the Barb Establishment Survey, where households will be asked to complete a short readership survey on behalf of PAMCo.

Emma Holden, Acting Managing Director of PAMCo, added: “We are delighted to be collaborating with Barb on this test, as PAMCo continues to evolve its measurement of published media. High quality representative samples are vital to produce reliable readership data and this test is designed to deliver both quality and efficiency”. 

Caroline Baxter, Chief Operating Officer of Barb said: “It is exciting to be exploring how the industry can benefit from aspects of shared measurement. This delivers prudent management of resources, and we hope it will be the test case to create further opportunities for a more unified approach to audience measurement.”

ENDS

PAMCo is the Joint Industry Currency responsible for publishing readership estimates, including total brand reach in print and digital, for the published media industry. 

Barb is the industry’s standard for understanding what people watch delivering inclusive measurement of total viewing across all broadcast, VOD and video-sharing platforms.