Audience Measurement for Publishers (AMP), will be the new audience measurement service, which will supersede NRS.
AMP data will allow publishers to monetise de-duplicated audiences across all of their platforms – mobile, tablet, pc and print. It can be used to market the published media sector, demonstrating high levels of reach of brands across platforms. AMP data will fuel the IPA Touchpoints service, which informs strategic planning. It will also be incorporated into planning bureaux, such as Kantar Choices, IMS Clear Decisions, Telmar and Mediatel for implementational planning purposes.
When will AMP data be in the market?
PAMCo started to collect AMP data in January 2017 and current plan is to launch the full AMP data set in February 2018.
How will AMP be different to NRS data?
NRS was a print survey, which had digital elements added to it across its existence. The thorough industry wide process to find the successor to the NRS survey, has allowed us to design audience measurement built for a digital world.
This is reflected in an enhanced methodology, with our own digital panel, passively measuring behaviour, coupled with the rigour of 35,000 face to face interviews, offering the best of the tried and trusted and new digital innovation.
Estimates of the audiences for digital platforms will be sourced directly from comScore, and these data will be fused with the readership survey. Duplication of reading between the print and digital platforms will be adjusted to match observations from AMP’s own digital panel.
This will allow the AMP survey to provide the following:
De-duplicated reach and frequency for all platforms
Single source data to understand how audiences move between platforms
Improved estimate of brand reach and duplication
Reporting newsbrand sections across print AND digital subject to sample size
Future proofed for new platforms
Increased number of brands reported across digital platforms
For more detail on the key differences in the readership survey methodology, click here.
What will happen in 2017?
In 2017, PAMCo will continue to publish NRS data but from Quarter 1 2017 (data released on 19th June 2017) the print data will be blended from NRS and AMP samples. This will result in one quarter of AMP print data and three quarters of NRS print data and an NRS PADD style fusion to deliver digital audience estimates. NRS/AMP blended data will be published at the Quarter 2 and 3 2017 data release, with an incremental proportion of AMP data until the first 100% AMP dataset for January – December 2017, which will be published in February 2018.
Whilst the NRS readership and standard classification data will be available as usual throughout 2017, there will be a reduced set of non-readership data (for example some of the marketing and lifestyle questions will be removed) and the PAMCo team will be in the market March through to June to update all on these changes before the Quarter 1 data is released on 19th June.
Comparing AMP & NRS datasets
NRS datasets in 2017 are a blend of NRS and AMP print data.
Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes. This means that from Q1 2017 data release onwards the data should not be compared with previous periods of NRS data. Also, individual periods should not be broken out to compare NRS and AMP data for commercial or marketing purposes.
New AMP questions and increased utility such as de-duplicated reach & frequency for all platforms will be available with the first full AMP data release in February 2018.
Quarter 2 2017 : NRS transition update to inform on changes to the NRS dataset that is being published throughout 2017. Please View here
Quarters 3 & 4 2107: AMP Education and Training programme for all agencies and publishers will be rolled out. For more information please contact Daphna Joseph on the email address below.
The Publishers Audience Measurement Company (PAMCo), is the governing body which oversees audience measurement for the published media industry. (NRS Ltd handed responsibility for governance to PAMCo in January 2016) Our funding stakeholders are News Media Association (NMA – representing Newsbrands), Professional Publishers Association (PPA – Magazine Media) and the Institute of Practitioners in Advertising (IPA – Advertising Agencies). Our board also has representation from The Incorporated Society of British Advertisers (ISBA), and a research specialist, currently our research partner, Ipsos MORI.
For more information please contact one of the team: