AMP Vs NRS non comparison of data

Due to the different methodologies involved in collecting AMP & NRS Data, the PAMCo Board have mandated that NRS & AMP data should not be compared from Quarter 1 2017 onwards.

Official statement for all PAMCo/stakeholder communications

NRS datasets in 2017 are a blend of NRS and AMP print data.

Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes. This means that from Q1 2017 data release onwards the data should not be compared with previous periods of NRS data. Also, individual periods should not be broken out to compare NRS and AMP data for commercial or marketing purposes.

New AMP questions and increased utility such as de-duplicated reach & frequency for all platforms will be available with the first full AMP data release in February 2018.

PAMCo Board May 2017

AMP Vs NRS non comparison of data

Any audience estimates that include print data need to be carefully worded so as not to compare.

The following points detail what publishers can and cannot claim in their commercial or marketing communications from Q1 2017 onwards.

What you can say

  • You can talk about rankings in isolation, for each individual data release, either overall figures or by demographics.
  • Publication X is the second most read newspaper cross platform.
  • Publication X has the second largest net brand reach for weekly magazines.
  • Publication X has the largest audience reach cross platform.
  • You can talk about print demographic reach of an audience for each individual release
  • Publication X has a millennial readership of more than 40% of its total national audience.
  • Any audience estimates that include digital estimates only can be compared with previous periods. You can compare daily/weekly/monthly pc reach or monthly mobile reach across different periods, as long as no print is included in the comparison.
  • Publication X’s digital audience has grown steadily over the last 3 reports, with 78% of its total reach accessing content on desktop or mobile.
  • For Publication X, mobile reach is the fastest growing platform since the last period.
  • You can compare overall digital reach across different periods.
  • Publication X has seen a huge surge in digital readership with 19 million mobile visitors compared with 2 million a year ago.

What you can’t say

  • Rankings that include print estimates from previous data releases should not be mentioned.
  • Publication X has moved up from being the 3rd most read newspaper cross platform to 2nd place
  • Period on Period comparisons of estimates including print readership figures
  • Year on year/period on period comparisons show that Publication X’s readership has gone down
  • Publication X has seen a huge surge in total brand reach with 19 million mobile visitors and 10 million readers of the newspaper since the last results.
  • You cannot break out AMP only data and compare with NRS data
  • The 1st quarter of the new AMP survey shows Publication X has increased its print readership by 5% compared with the last 3 quarters of NRS data.

PAMCo Ltd, 7/8 Market Place, 4th Floor, London W1W 8AG

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