The Apr16-Mar17 data release is the first of three data releases based in blended NRS and AMP print readership data, ahead of the launch of full AMP print and digital data in February 2018. Data will be described as NRS data up until that launch.
The blended data releases are:
- Apr16-Mar17 Based on 75% NRS and 25% AMP data. Published 19 June 2017 (embargoed until 08.59 26th June 2017)
- Jul16-Jun17 Based on 50% NRS and 50% AMP data. Published 11 September 2017
- Oct16-Sep17 Based on 25% NRS and 75% AMP data. Published 11 December 2017
If you have queries in respect of your readership estimates in the Apr16-Mar17 data release, please bear the following in mind:
- The estimates for this period are still largely (75%) based on NRS data.
- Comparisons and extrapolations based on a single quarter of AMP data, and therefore limited sample, are not advised. Furthermore, the PAMCo Board has stipulated that such comparisons should not be made for commercial or marketing purposes.
- The AMP survey data are based on a different methodology to the NRS data. An outline of the main methodological differences can be found here. Any change in methodology has the potential to change the estimates obtained, and, due to the large number of differences relative to NRS, it will not be possible to isolate the impact of specific differences for individual titles.
- However, analysis of AMP data suggests that the following differences are the most likely to be relevant in broad terms, though to varying degrees for individual titles:
- Specific question changes, most notably the AMP questions about weekday and Saturday newspaper readership (versus the NRS 6-day newspaper readership questions) and the redefined frequency scales for all publications.
- The introduction of a brand-first approach (versus the NRS print-first approach). This does not appeared to have had a clear effect on the print readership estimates for the majority of titles, but may be reducing confusion with other brand touchpoints for some titles.
- Different visual prompts, particularly at the screen-in of the brands the participant has read at the beginning of the interview, which may influence claims for some brands more than others. The use of stylised front cover prompts (rather than NRS black and white mastheads) may also be relevant.
- There are other external reasons why there may be changes in the readership estimates, which have nothing to do with the changes in survey methodology, and, indeed, may be more important than the changes in methodology. In particular, these are:
- Underlying circulation trends
- Changes in reading behaviour which are sensitive to the time period in which the data are collected, such as the usual seasonal effects for certain types of magazine and a likely heightened interest in news due to recent events.
Users should also be aware that while key readership measures and most of the standard classification data will be available as usual in the three blended data releases in 2017, there will be a reduced set of other data (e.g marketing & lifestyle questions). Please click here for more detail.
Finally, we once again remind users that 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. For more information please click here.