Barb and PAMCo have announced a beta-stage trial of shared data collection. The trial will be carried out by mutual data-collection partner Ipsos.
The. move is part of PAMCo’s, the Joint Industry Currency responsible for publishing readership estimates, review process in its mission to create and evolved measurement proposition by 2025. The JIC’s estimates include total brand reach in both print and digital.
The new trial will include a sample of participants in the Barb Establishment Survey, in which households will be asked to complete a readership survey on behalf of PAMCo.
Emma Holden, Acting Managing Director of PAMCo, said: “We are delighted to be collaborating with Barb on this test, as PAMCo continues to evolve its measurement of published media. High-quality representative samples are vital to produce reliable readership data and this test is designed to deliver both quality and efficiency.”
Caroline Baxter, Chief Operating Officer of Barb said: “It is exciting to be exploring how the industry can benefit from aspects of shared measurement. This delivers prudent management of resources, and we hope it will be the test case to create further opportunities for a more unified approach to audience measurement.”
