How does PAMCo produce 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:
- It starts with a postal phase – sampled addresses are mailed and up to two household members are invited to complete an online (or paper) self-completion questionnaire
- This is followed by a field stage when non-responsive households are visited in-person by Ipsos ‘facilitators’ to encourage completion online or paper. Participants can also be offered a tablet to complete the interview on or a video interview. From October 2021 the option of an in-home interview is also being offered again, though this will be a minority of interviews
Ipsos iris is the new UKOM approved standard for online audience measurement in the UK from January 2021.
To download the Technical Appendix 201 click here
