PMB and comScore partner in new comprehensive reader database

In what could be a major and ground-breaking initiative, the Print Measurement Bureau (PMB) and comScore Canada have announced a partnership to allow greater insight into the reading habits and purchasing preferences of both print and online readers.The new data service -- available only to companies that are clients of both PMB and comScore -- will mean that online media habits, print readership and other media consumption, demographics and product and brand usage information will be available to publishers and advertisers in a single database. 

The new service will offer critical audience insights, giving publishers the ability to demonstrate greatly enhanced audience value [said a press release]. Agencies and advertisers will gain deeper insights into consumer behaviour, helping them optimize media plans and efficiently deliver campaigns against their most valuable target segments.

“This collaboration offers a true win-win for the Canadian digital media community,” said Brent Lowe-Bernie, President of comScore Media Metrix Canada. “By bringing these important media planning variables together in a powerful combined database, we are equipping publishers with information about their audiences that will enable them demonstrate the value of their inventory while providing advertisers the additional insights needed to optimize their media plans. comScore is pleased to partner with PMB on this endeavor and we look forward to providing continued insight and innovation for the digital industry in Canada....

Steve Ferley, President of PMB, added, “The PMB Board has clearly stated the need to broaden our data offering. This project together with comScore dovetails perfectly with that strategy, and we look forward to working with them for many years to come.”

 PMB provides  twice-yearly data on reading and media habits and purchasing behaviour to some 500 corporate clients, including magazines, other media companies, ad agencies, advertisers and educational establishments. comScore Canada is a wholly-owned subsidiary of comScore Inc.,