PAMCo, the joint industry currency for published media brands, is pleased to announce a collaboration with Barb for shared data collection, following a successful pilot in 2024. At the same time, it has retained Ipsos as its audience measurement partner for the next two years.
Following a successful pilot in October 2024, PAMCo and Barb’s two-year collaboration will see 15k interviewees per annum in Barb’s Establishment Survey – a continuous survey of 53k UK household interviews annually – also asked readership questions for PAMCo.
The new approach to data collection means PAMCo optimises their use of high-quality face-to-face CAPI interviews.
The PAMCo questionnaire will continue to include the establishment survey questions for UKOM, the industry-endorsed online measurement provider. It will also remain a valuable input into both TGI and Touchpoints .
This new approach, alongside the continued integration of digital readership (UKOM endorsed Ipsos iris) will help publishers to drive revenue growth for the sector using trusted JIC measurement standards and data.
First release of new data will be in September 2025, and the first print estimates will continue to be fused with Ipsos iris for digital measurement.
Emma Holden, Managing Director of PAMCo, added: “PAMCo is delighted to be working with Barb on the next phase of our measurement journey. We continue to be committed to evolving the measurement of published media brands to reflect changing industry dynamics. This is a great example of effective cross media collaboration with our partners Barb and Ipsos, which centres on helping agencies and advertisers.”
Caroline Baxter, Chief Operating Officer of Barb added: “The pilot in 2024 demonstrated the benefits of JIC co-operation on data collection – maximising the value of investment in a high-quality, single-source sample and avoiding unnecessary duplication of effort. We look forward to exploring further opportunities for cross-media collaboration.”
Kelly Beaver, Chief Executive of Ipsos UK & Ireland, said: “We are thrilled to be a part of this innovative collaboration with PAMCo and Barb. Our comprehensive audience measurement expertise has set a new standard for media measurement, and we’re looking forward to continuing to work with PAMCo on this. This collaboration not only enhances the precision and reliability of readership data but also provides a holistic view that bridges traditional and digital media landscapes. At Ipsos, we are committed to working in ways that empower publishers and advertisers to make informed decisions, ultimately driving growth in the industry.”
PAMCo is the Joint Industry Currency responsible for publishing readership estimates, including total brand reach in print and digital, for the published media industry.
Barb is the industry’s standard for understanding what people watch, delivering inclusive measurement of total viewing across all broadcast, VOD and video-sharing platforms.
Founded in France in 1975, Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing nearly 20,000 people. https://www.ipsos.com
