How does PAMCo measure 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:
- A Postal Phase – where all sampled addresses are mailed and invited to take part either by online or paper self-completion questionnaire.
- A Field Phase – where those not completing the postal phase will be invited to take part with a field facilitator recruiting participants to complete the survey.
Ipsos iris is the new UKOM approved standard for online audience measurement in the UK from January 2021.