Why did PAMCo change methodology in 2025?
Having followed an ‘online-first’ approach since 2020 as a result of Covid restrictions, PAMCo has been looking to evolve the measurement of published media (news and magazine media) to ensure a robust sample that can support our evolving industry.

Shared data collection with Barb will enhance the quality, efficiency, and reliability of our audience measurement. By using Barb’s high-quality Establishment Survey, we can achieve a more balanced and representative sample, which will deliver high quality data and benefit advertisers and their agencies.

Technical data evaluation has shown that face-to-face data collection works much better for published media allowing us to have a more representative, well-balanced sample, be future ready and continue to deliver high quality data to the industry.

What is new about the PAMCo data collection?
Collaborating with Barb on data collection allows PAMCo to embrace a predominantly face-to-face methodology. Data will be collected from 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 will be 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.

Between January and June 2025, 80% of responses were collected through face-to-face interviews, and 20% were collected through online completion. This represents a significant difference from the previous method, where 67% of the responses were obtained through online completion.

How has the questionnaire itself changed?
Since the PAMCo module follows Barb’s Establishment Survey, it was essential to balance the combined effort asked of respondents to maximise response rates and ensure high-quality data.

The PAMCo questionnaire now prioritises essential readership questions, plus those enabling fusion with Ipsos iris digital data and IPA’s Touchpoints.

Topics of interest will still be collected and published, and demographic details now align with Barb’s Establishment Survey.

What are the differences between the new method and the ‘online-first’ method?
The new method involves Barb Establishment Survey participants completing a short PAMCo readership survey face-to-face (CAPI) immediately after their main interview. This replaces postal recruitment and online-first completion, boosting in-person engagement to deliver higher quality, more representative data.

Find out more about the new methodology on the PAMCo website.

What does this mean for the data?
Any change in methodology affects results. The new predominantly face-to-face approach should yield a more representative sample of readers and non-readers, with a stronger demographic balance, particularly in social grading.

The new methodology reduces self-selection bias: interviewers build rapport during the Barb survey, encouraging participation from a broader pool, and existing demographic data enable oversampling of hard-to-reach groups, resulting in a well-balanced sample.

The methodology change does not impact PAMCO’s digital figures, which will continue to be sourced from UKOM endorsed Ipsos iris.

It is crucial to note that data trending will not be possible until the first half of 2027, when all releases use the new method.

What is the new sample size?
Starting in 2025, the PAMCo sample will include 15,000 individuals per year. Since each release covers a two-year period, every PAMCo release will be based on a total sample of 30,000 individuals.

How will the data be released?
As we transition to the new methodology, PAMCo will use data from the new and old methods up until the March 2027 release.

** It is important to note that during this period, data trending will not be possible **

The first release to include any new method data will be H2 2025, incorporating six months of data collected under the new approach.

Full roll out of the new methodology will occur with the H1 2027 release, which will be based entirely on new method data. Data from here on will be fully trendable.

Mar-25 Oct-25 Mar-26 Sep-26 Mar-27

Please note that the percentages of new vs old data have been updated to reflect the sample and response rate observed in Jan-Jun ’25.
* March 2025 – 100% previous methodology
* October 2025 – 75% previous + 25% new
* March 2026 – 50% previous + 50% new
* October 2026 – 25% previous + 75% new
* March 2027 – 100% new methodology

How will I know if the data I am using is blended?
All PAMCo releases that are based on a blended approach will be flagged in the data bureaux interfaces as new method*.

The first release with data based on both the online-first methodology and the new methodology will be ‘PAMCo H2 2025 Jun’23 – Jun’25 (Jun’25 Ipsos iris) new method 1*’

The first release in 2026 will be
‘PAMCo H1 2026 Dec’23 – Dec’25 (Nov’25 Ipsos iris) new method 2*’.

The last release with blended data will be
‘PAMCo H2 2026 Jun’24 – Jun’26 (Jun’26 Ipsos iris) new method 3*’.

On the page will be a reminder:
*Until the new methodology is fully integrated in trending is not possible.

When will I see the first 100% new methodology dataset?
This will be available in the H1 2027 release, scheduled for March 2027.

Can we trend the new data with previous releases?
No. Due to the different methodologies and the difference in readership estimates, no trending of the data is possible until PAMCo releases data based entirely on the new methodology, which is expected in H1 2027. Trending will be possible thereafter.

What are the implications for social grade of the face-to-face methodology?
The face-to-face method brings a significant improvement in social grade profile, increasing representation from previously more difficult to reach social grades. This is because interviewers are trained to elicit the detailed information required for an improved allocation to a social grade.

How will Barb’s Invitation To Tender likely impact this new agreement?
Barb’s Invitation to Tender (ITT), run independently of PAMCo, offers a chance to review and refine all aspects of Establishment Survey methodology and data collection. The process is designed to drive innovation and sustainable solutions that ensure a high-quality, representative sample and keep the survey fit for the future.

Why is Barb retendering?
They will reach the end of their contract period with their current supplier by the end of 2026.

Who do I contact if I have any questions?
Please get in touch via info@pamco.co.uk