comScore and PMB Launch Canadian Combo Database

comScore and syndicated readership specialist Print Measurement Bureau (PMB) are to launch their combined database of Canadians' media consumption and product and brand usage, next week.

The product, announced in April, pools information to offer a single database linking the usage info with online media habits, print and other media consumption data.

Available exclusively to PMB members and comScore Canada clients, it should reveal how much the online channel adds to readership of print publications - between 10 and 25% for a number of PMB measured magazines. It will also provide information on product and service usage by web site visitors, such as the fact that one in every five visitors to a major travel site report vacationing in British Columbia in the past year.

Data was combined using a linkage technique known as 'split weight congruent fusion' to ensure no loss of vital information from either database, and the partners stress that it involves no exchange or matching of any personally identifiable consumer information.

Bryan Segal, vice president of comScore Media Metrix Canada, says the deal 'breaks entirely new ground in the Canadian media industry', while Fred Auchterlonie, EVP Client Service at PHD Canada and PMB Board Chair comments: 'The marriage of PMB print readership and our extensive product data with comScore's online information will be simply invaluable to the Canadian media industry at large.'

Clients welcoming the deal include Anne Myers, President MediaVest and SMG PM and President of the Canadian Media Directors' Council, who comments: 'The industry has been frustrated to date by the fragmented nature of the online data available from the major syndicated studies. This database will add a whole new dimension to targeting decisions for online media, giving us access to a wealth of demographic, attitudinal and behavioural variables fused to timely currency metrics.'

PMB has over 500 corporate members and almost 40 years' experience of measuring Canadian consumer behaviour.

Web sites: www.comscore.com and www.pmb.ca .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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