1. World Leading Methodology
Print Audience
Print audience estimates and demographic data are obtained from the PAMCo Survey of 35,000 face to face in-home interviews carried out across GB using a brand first questionnaire
Data Integration
Total Audience
Duplication
Single source data on duplication between print and digital platforms is obtained from the PAMCo 5,000 all device digital panel recruited from the face-face interviews
Digital Audience
Estimates of the audiences for digital platforms are sourced directly from comScore who provide a respondent level data file: fused PC & mobile panels
The methodology combines the latest passive measurement techniques with high quality face to face sampling which will provide us with single source data to give improved estimates of overall reach and duplication
On our behalf, Ipsos carries out 35,000 face to face interviews to provide information on demographics and print readership
ComScore provide us with the digital audience estimates
But you can’t just add the two together as there will be duplication in these numbers.
Therefore, during the interviews, we recruit 5,000 of this 35,000 sample to download software which passively measures the consumption of published media on all devices.
The duplications observed from the panel are then applied when Ipsos integrates the print readership estimates with digital audience estimates to provide de duplicated net brand reach audience estimate
Print audience estimates are fused with digital audience estimates and duplication of reading between print and digital platforms are adjusted to match observations from PAMCo panel