PMB and comScore combine to provide customers with a hybrid print/online audience database

The Print Measurement Bureau (PMB) will next Tuesday roll out a new, fused database that combines data from the biannual PMB study of print readership with comScore Canada's data about online usage.

The new combined product, will be available to both PMB members and comScore Canada clients, PMB said in a joint release.

Specifically it will provide PMB’s publication members with the ability to demonstrate greatly enhanced combined audience value across two of the major delivery platforms - print and online. Agency and advertiser members will also gain deeper insights into Canadian consumer behaviour, helping them to optimize multi-media planning against valuable target segments.

This first fused database will be based on PMB 2010 Spring data combined with comScore Canada information (average UV’s and page views over the first three months of 2010).

A comScore release quoted Bryan Segal, president of comScore Media Metrix Canada saying:

“The combination of online and offline audience data breaks entirely new ground in the Canadian media industry. This service will offer valuable consumer insights to publishers, agencies and advertisers that can be used in optimizing media buying and planning throughout the industry.”