Pamco, the audience measurement company for publishers, is today releasing updated print estimates for the first time in over a year.
However, because it is unable to produce like-for-like data comparisons with 2020, Pamco is not publicly releasing data for individual newsbrands for the next three quarters.
The Pamco “Bridge” data for the third quarter of 2021 data shows that 91% of British adults consume magazine media or newsbrand content across a month.
The company, whose audience measurement was disrupted by the Covid-19 pandemic and social distancing measures, said it has now developed a modern and “online-first” data collecting method, as well as expanding its diversity and inclusion section.
Pamco said it was already developing an online approach when Covid struck and the hiatus gave it the opportunity to accelerate that work and implement a new methodology.
This new dataset covers the period July 2019 – June 2021 for print data with July 2021 Ipsos iris digital data, incorporating this new digital data for the first time.
It is a blend of data collected with a face-to-face methodology (pre-Covid) and data collected with an ‘online first’ methodology (since Covid restrictions were lifted).
The pre-Covid sample will be phased out over the next three releases and by Spring 2022 Pamco has pledged to have a dataset based entirely on the new ‘online first’ method.
The PAMCo board has agreed that the data releases up until then will be labelled ‘Bridge’ to make clear this is a transitional phase.
While the data is the best available for day-to-day planning and trading, due to the different methodologies, it should not be used for purposes of comparison with any other data release. On this basis the board has agreed to share the data with paying stakeholders only.