What is PAMS?
PAMS is the reading currency designed to achieve an accurate measurement of reading behaviour across multiple platforms to enable the buying and selling of advertising and advertising space.
Research, conducted by Nielsen, measures around 150 newspapers, magazines and websites readers. This title specific media currency survey is based on first world methodologies and best of breed practices. With many research ‘firsts’ and innovative changes, PAMS is the first reading study worldwide to use ‘flooding’. Additionally, global AIR (Average Issue Readership) is included and the recency method is used. The PRC has introduced a tighter new reading measure, known as CORE readers. Definition for CORE Readers can be found here.
For the media industry, the beloved brands are back – from motor vehicles to financial institutions to retail, including furniture and groceries. The survey has determined who’s responsible for category and brand purchases, where they buy, what they read and on what platform. With a random probability sample in excess of 17,000 respondents, results will generally fall within a few percentage points margin of error.
A word of caution though, the survey’s data (including the paper measure) is not comparable with any previous reader surveys.
PAMS data is available from the following media software bureaux: