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About us

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The Publishers Audience Measurement Company Ltd (PAMCo)

The Publishers Audience Measurement Company (PAMCo), is the governing body which oversees audience measurement for the published media industry. We are responsible for the new joint industry currency (JIC) called PAMCo – Audience Measurement for Publishers in place of NRS data.

Our funding stakeholders are the Institute of Practitioners in Advertising (IPA – Advertising Agencies), Newsworks (representing Newsbrands) and the Professional Publishers Association (PPA – Magazine Media). Our board also has representation from The Incorporated Society of British Advertisers (ISBA).









PAMCo – Audience Measurement for Publishers Data

PAMCo – Audience Measurement for Publishers, is the new audience measurement currency for published media, using world leading methodology. It produces de-duplicated brand reach allowing users to carry out reach & frequency planning to enable publishers to commercialise audiences across all platforms – phone, tablet, desktop and print.

PAMCo replaced the National Readership Survey (NRS). NRS was originally designed as a survey to measure print readership and although over time some digital audience data were integrated via NRS PADD this was not a full solution. With the spectacular growth of mobile audiences it was time to design a new service for the digital world which would include all publisher platforms and enable full utility in planning audiences across those platforms.

The thorough industry wide process to find the successor to NRS allowed PAMCo to design such an audience measurement system. This is reflected in a world leading methodology, which is built on the strong base of a large high quality sample of 35,000 face to face interviews with the innovation of a specially designed data feed from Comscore.  In order to check that duplication of reading via print and digital platforms was correctly represented, almost 10,000 participants had their digital reading across all devices measured by the PAMCo Panel, providing the first single-source duplication data of its kind.

The new PAMCo currency is platform neutral and provides the following:

  • De-duplicated reach and frequency for all platforms
  • An increased number of brands reported across all platforms
  • Single source data to understand duplication between print and digital
  • Improved estimates of net brand reach and duplication
  • Reporting newsbrand sections across print AND digital
  • New engagement data

How are PAMCo data collected?

PAMCo’s world-leading methodology integrates data from three sources to provide a complete view of publisher audiences:

  • A high-quality face to face survey of 35,000 participants per year interviewed in home to collect print readership and demographic data.
  • Estimates of the audiences for digital platforms sourced directly from Comscore and integrated with the readership survey by means of a specially developed fusion process
  • Where appropriate adjustments are made to the proportion of readers reading a brand both in print and on screen, based on observations from survey participants who had a specially designed Tracker App installed on their devices i.e. desktop, laptop, phone, tablet.

Accessing PAMCo Data

Topline data is available on the PAMCo website and the complete PAMCo dataset is available for analyses via computer bureaux such as Telmar, Kantar Media, Nielsen IMS and Mediatel, and incorporated within the IPA TouchPoints service for planning purposes.

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