This data is embargoed until 00:01 Wednesday 24th March 2021


How does PAMCo measure published media audiences?

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.
  • A new specially developed data file from Comscore, UKOM’s chosen digital audience supplier, which makes it possible to integrate fully ‘phone and tablet audiences as well as pc/laptop audiences. A highly sophisticated data integration methodology has been developed to fuse Comscore’s estimates with the readership/enumeration survey.
  • Duplication of reading between the print and digital platforms is largely captured by the fusion process, with some calibration to match observations from the PAMCo panel. The panel was part of PAMCo’s set-up and validation process and tracked the digital reading behaviour of almost 10,000 survey participants across all their devices for 28 days soon after their PAMCo interview. Duplication of reading between the digital platforms is matched to Comscore.



Pt.2 - PAMCo methodology

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