PAMCO data release provides first print readership in over a year

PAMCo have released updated GB print readership estimates for the first time in more than a year on October 29th, with fresh data collected using a new ‘online first’ research design developed by Ipsos.

The author(s)

  • Neil Farrer Head of Audience Measurement
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PAMCo have released updated GB print readership estimates for the first time in more than a year on October 29th, with fresh data collected using a new ‘online first’ research design developed by Ipsos. It has been a long road but we are delighted to have played an important part in this first release, having been the survey provider for PAMCo for many years.

PAMCo traditionally uses a high-quality random probability in home face-to-face survey to collect the readership currency data. When COVID-19 brought face-to-face interviewing to a sudden stop in March 2020, we were left with a dilemma as to how we could adapt the PAMCo survey to a post pandemic world. 

We designed a multi-mode and flexible data collection approach that we tested during 2020. It uses a mixture of postal and face-to-face facilitated survey completion with online and paper questionnaires, and a video interviewing option. We were able to show that high response rates and a well-designed questionnaire can provide credible results. This has also been recognised at the recent MRS Oppies where we won the award for best data collection response during COVID.

Our field stage, in which interviewers can offer a range of survey completion approaches that now include in-home interviewing, is vital in ensuring we achieve as representative a sample of interviews from the public as possible whilst adhering to COVID-19 safety protocols. 

The first PAMCo survey release includes a fresh sample of over 9,000 collected between September 2020 and June 2021, to incorporate a post-pandemic readership measure.

Additionally, digital data from Ipsos iris, the UKOM approved internet audience measurement currency, has been fused onto the PAMCo data for the first time to provide total brand audience results.

It is great to be back!

To view a summary of the results, please visit: https://pamco.co.uk/pamco-data/infographics/ 

The author(s)

  • Neil Farrer Head of Audience Measurement

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