Barb and PAMCo to launch data collection trial

The trial will include a sample of participants in the Barb Establishment Survey, where households will be asked to complete a short readership survey on behalf of PAMCo.

The agreement between the two bodies continues a review process being carried out by PAMCo as it looks to release an evolved measurement system for 2025.

Caroline Baxter, chief operating officer at 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.”

Emma Holden, acting managing director at PAMCo, added: “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.”