Barb and Pamco are running a beta-stage trial of shared data collection.
The trial begins in October and will be carried out by the organisations’ mutual data-collecting partner Ipsos.
It will include a sample of participants in Barb’s Establishment Survey. Surveyed households will be asked to complete a short readership survey on behalf of Pamco.
“We are delighted to be collaborating with Barb on this test, as Pamco continues to evolve its measurement of published media,” Emma Holden, acting managing director of Pamco, said. “High-quality, representative samples are vital to produce reliable readership data and this test is designed to deliver both quality and efficiency.”
Pamco has been undergoing a review process with the goal of delivering an “evolved measurement system” next year.
It follows a string of key departures for the joint industry currency, including CEO Simon Redican, who left the organisation in February.
Pamco oversees audience measurement for the published media industry, while Barb is the TV audience measurement body.
Earlier this year, Barb completed the largest-ever expansion of its nationally representative panel. Its reporting sample of UK households now totals 7,000 involving approximately 16,000 people, alongside new metering technology.
Barb chief operating officer Caroline Baxter added: “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.”
Cross-media audience measurement remains key to advertisers amid a high degree of media fragmentation.
Project Origin, the cross-media audience measurement platform spearheaded by Isba, is currently in a trial phase. It aims to give advertisers a single-source dataset with independently audited data from a multitude of media channels to track deduplicated reach and frequency of ad campaigns.
ITV warns advertisers over Isba plan to launch Origin without Barb
