Methodology
How does PAMCo produce published media audiences?
Having followed an ‘online-first’ approach since 2020 as a result of Covid restrictions, PAMCo data collection methodology has changed starting from January 2025. Data is collected primarily face-to-face by interviewing a selected sample of Barb’s Establishment survey respondents.
Data is collected from sampled households participating in Barb’s establishment survey, with up to two members from each household invited to participate in the PAMCo survey.
A small number of interviews are collected via online completion, in situations where the informant is willing to participate in the PAMCo survey but is unable to do so when the interviewer is in the home, or where the informant is someone other than the Barb respondent and is not available at the time of the interview.
As PAMCo is published on a two-year database, it will take two years before estimates are based entirely on the new method. The H2 2025 data release includes the first sample based on the new method, blended with sample from the previous data collection method used until December 2024. Thereafter each release will include an increasing proportion of the new method data until PAMCo is based 100% on the new method for releases in 2027 and beyond.
As new data will be rolled up with back data, trending is not possible due to the significant methodology change. This will be the case until releases after the first data release based 100% on new method data.
To download the Technical Appendix 2024 click here
Please note the 2024 Technical Appendix applies to the majority of the data collected for the H2 2025 release, however the new methodology in conjunction with Barb applies from January 2025.