Print media measurement may see some major changes in Canada next year. The boards of NADbank and PMB have agreed to collaborate on a combined “Print & Digital Study” that will include all of the data currently available in their own separate studies.
The proposed combined study – the creation of which is subject to membership approval – stems from a proposal from PMB and NADbank’s research supplier, TNS.
The boards of both groups have been discussing the need to remove redundancies and overlap between their studies in order to create savings in Canadian print media measurement.
Merging PMB and NADbank into one industry organization is also being weighed by both organization’s memberships at upcoming meetings.
The proposed study would not impact research quality, and would use “advanced data techniques such as congruent fusion and data calibration,” according to a joint release. It will also “allow for broader research guidance in the future for PMB members in areas such as media engagement, path-to-purchase data and linkages to external databases.”
If approved, fieldwork for the new combined study would start next year. First data would then be presented in early 2015.
