Audience measurement



The Publishers Audience Measurement Company (PAMCo Ltd), is the governing body which oversees PAMCo audience measurement for the published media industry.

NRS Ltd handed responsibility for governance to PAMCo Ltd in January 2016. The funding stakeholders are News Media Association (NMA - representing news brands), Professional Publishers Association (PPA - magazine media) and the Institute of Practitioners in Advertising (IPA - advertising agencies). The PAMCo board also has representation from The Incorporated Society of British Advertisers (ISBA), and research partner, Ipsos MORI.

PAMCo - Audience Measurement for Publishers

PAMCo, is the new audience measurement service, which superseded NRS.

PAMCo data allows publishers to monetise de-duplicated audiences across all of their platforms – mobile, tablet, PC and print. It can be used to market the published media sector, demonstrating high levels of reach of brands across platforms. PAMCo data fuels the IPA TouchPoints service, which informs strategic planning. It is also incorporated into planning bureaux, such as Kantar Choices, IMS Clear Decisions, Telmar and Mediatel for implementational planning purposes.

How is PAMCo different to NRS data?

NRS was a print survey, which had digital elements added to it across its existence. The thorough industry wide process to find the successor to the NRS survey, has allowed PAMCo Ltd to design audience measurement built for a digital world.

This is reflected in an enhanced methodology, with its own digital panel, passively measuring behaviour, coupled with the rigour of 35,000 face to face interviews, offering the best of the tried and trusted and new digital innovation.  

Estimates of the audiences for digital platforms are sourced directly from Comscore, and this data is fused with the readership survey. Duplication of reading between the print and digital platforms is adjusted to match observations from PAMCo's own digital panel.

This allows the PAMCo survey to provide the following:

  • De-duplicated reach and frequency for all platforms
  • Single source data to understand how audiences move between platforms
  • Improved estimate of brand reach and duplication
  • Reporting news brand sections across print AND digital subject to sample size
  • Future proofed for new platforms
  • Increased number of brands reported across digital platforms

When did PAMCo launch?

PAMCo Ltd started to collect PAMCo data in January 2017 and launched the full PAMCo dataset on April 19 2018.

Comparing PAMCo & NRS datasets

It is not appropriate to compare PAMCo and NRS data for marketing and trading purposes as they are based on different methodologies. 


You can find the latest PAMCo data in our Market Overview section.

For more information please contact one of the PAMCo team:

Telephone: 020 7637 9822
Simon Redican CEO:
Alison Finch, Client Services Director:
Daphna Joseph, Client Services Manager:
Luca Vannini, Head of Research:

Get in touch

3rd Floor
3 Marshalsea Road

0203 949 7470


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