Total Brand Reach (TBR) is intended to be a measure of the reach of all related content for each publisher brand.
Total Brand Reach (TBR) is a measure of the reach of all related content for each publisher brand.
TBR appears clearly labelled as such in PAMCo published tables and is available for each brand as an over code within the data bureau analysis systems. Except for third-party platforms, it is also possible to analyse each individual brand/sub-brand/related brand included within the TBR estimate, in order to break out the reach contributed by each component part of TBR.
TBR figures can include the following digital entities:
- Related/sub-brands that share the main title branding or url of the parent brand eg The Guardian and www.the guardian.com.
- Related and sub-brands that display the parent branding on the home page of the website/app. The branding must be clearly visible when the home page is opened. Branding can be in form of a logo, graphic, or front page image. Text must be in font size 8 point or greater.
For newsbrands, if the Sunday paper does not share the weekday branding (eg The Observer) the Sunday paper is included in TBR, to keep parity with titles where the daily and sunday papers share branding.
Only publisher websites that deliver primarily text/visual content, including short videos, as part of the published media sector are included. Sites primarily delivering other types of content, e.g. for listening/extended viewing, cannot be included in PAMCo TBR definitions. For clarity non-publisher websites, including store/retailer/membership websites are not included in TBR definitions but could be part of the overall PAMCo dataset. In the event of uncertainty/dispute over the nature of content, or any other matter relating to inclusion, the PAMCo Technical Group will be asked to advise, and the final decision rests with the PAMCo Board.
It is noted that third-party platforms (such as Facebook Instant Articles and Google AMP) are included by default in the TBR estimates if publishers have taken appropriate steps for Comscore to include traffic for these specific platforms in the overall measure for the brand. However, it is not possible at this time for Comscore to include data for these platforms as separate entities within the respondent level database provided for data integration. It is not therefore possible to break out estimates for the third-party platforms within PAMCo or see what they contribute to TBR. This was also the case with NRS PADD.
Publishers need to ensure that all the related and sub-brands that they wish to see reported in PAMCo are included in the Comscore master list of PAMCo entities, which is circulated by Ipsos MORI at the start of each quarter. Publishers also need to confirm what sub-brands and related brands should be included in the TBR definition, according to the rules agreed, and inform Ipsos/PAMCo of any relevant changes (e.g. parent brand logos being added or removed from home pages).
Given the comparability issues that are raised by the inability to break out third party platform traffic, for the purpose of transparency each publication should indicate whether their online audience estimates include third party platform estimates. This should be indicated by a symbol D (Distributed Content) contained in the name of the publication so it is immediately visible to users when using any analysis system or published tables. If a brand doesn’t indicate whether their online audience estimates include third party platform estimates, this will be indicated by a symbol U (undeclared) contained in the name of the publication.
Ahead of the quarterly data processing, Ipsos and PAMCo carry out spot checks as to whether TBR definitions met the agreed rules.
As a further check and balance, the PAMCo Technical Group is informed of any new additions to /removals from the TBR definition list each quarter, so that there is an opportunity to discuss concerns and ask for further information if required. In the event of differing views as to inclusion, the PAMCo Technical Group will be asked to advise, and the final decision rests with the PAMCo Board.
A description of what is included in each brand’s TBR headline figure is published at each data release and made available within the computer bureaux interfaces.
Challenging Rules on TBR
All final decisions on Total Brand Reach rest with the PAMCo Board.
Given the complex fast changing nature of the digital market and the way in which publishers distribute content it is not practicable for PAMCo to produce definitive rules. The rules set out above are the collective attempt of PAMCo and our stakeholder technical representatives to codify this at the time of PAMCo’s launch.
If stakeholders query how the rules are applied, in the first instance this will be raised at the PAMCo Technical Group to check against these published guidelines. If there is a technical decision this will be relayed to the publisher. It is likely that queries may often be of a commercial nature, so we envisage such queries will be presented to the PAMCo Board for a final decision, including the views of the Technical Group as appropriate.
The PAMCo Board’s decision is binding.
For the latest TBR entities please click here