How does PAMCo produce published media audiences?

PAMCo’s methodology integrates print readership and demographic data from a high-quality survey of 22,000 participants per year with digital audience estimates supplied by Ipsos iris.  The PAMCo survey is based on an ‘online first’ method and includes two phases:

  1. It starts with a postal phase – sampled addresses are mailed and up to two household members are invited to complete an online (or paper) self-completion questionnaire
  2. This is followed by a field stage when non-responsive households are visited in-person by Ipsos ‘facilitators’ to encourage completion online or paper. Participants can also be offered a tablet to complete the interview on or a video interview. From October 2021 the option of an in-home interview is also being offered again, though this will be a minority of interviews

Ipsos iris is the new UKOM approved standard for online audience measurement in the UK from January 2021.

To download the Technical Appendix 201 click here


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