Total Brand Reach (TBR)
Total Brand Reach (TBR) is a measure of the reach of all related content for each publisher brand.
TBR appears clearly labelled as such in PAMCo published tables and is available for each brand as an over code within the data bureau analysis systems. It is also possible to analyse each individual entity included within the TBR estimate, in order to break out the reach contributed by each component part of TBR.
TBR definitions can include print entities measured on the PAMCo survey and the relevant digital entities supplied by Ipsos iris.
As the data integration between PAMCo and Ipsos iris is carried out using Level 2 digital entities, each publisher brand could only include one Website Group in their TBR. All digital entities reported below Level 2 in Ipsos iris will automatically contribute to the TBR figures of each publisher brand in PAMCo.
It is noted that in addition to websites and apps, traffic from distributed content such as FBIA, Google AMP, Apple News are included in the Ipsos iris figures. There are two types of distributed content in Ipsos iris:
- Tagged distributed content – measured using tags implemented by the publisher, includes FBIA and Google AMP and contributes to ‘Section Breakouts’ in iris
- Server-to-server distributed content – data is provided through server-to-server data delivery to Ipsos directly from the publishing platform, currently includes only Apple News and is reported as ‘Distributed Content – Other Apps’ in iris
Whilst both types of distributed content can be included in PAMCo estimates, only entities that are publicly reported in Ipsos iris can be broken out in the PAMCo dataset.
Publishers need to ensure that all entities that they wish to see reported in PAMCo are included in the List of Reportable entities which is circulated by PAMCo at the start of each quarter.
A description of what is included in each brand’s TBR headline figure is published at each data release and made available on the PAMCo website.
Given the complex fast changing nature of the digital market and the way in which publishers distribute content it is not practicable for PAMCo to produce definitive rules around TBR composition. PAMCo will endeavour to keep its TBR definitions aligned with the latest developments of the digital market and ultimately with the UKOM approved digital estimates.
Challenging Rules on TBR
All final decisions on Total Brand Reach rest with the PAMCo Board.
Given the complex fast changing nature of the digital market and the way in which publishers distribute content it is not practicable for PAMCo to produce definitive rules. The rules set out above are the collective attempt of PAMCo and our stakeholder technical representatives to codify this at the time of PAMCo’s launch.
If stakeholders query how the rules are applied, in the first instance this will be raised at the PAMCo Technical Group to check against these published guidelines. If there is a technical decision this will be relayed to the publisher. It is likely that queries may often be of a commercial nature, so we envisage such queries will be presented to the PAMCo Board for a final decision, including the views of the Technical Group as appropriate.
The PAMCo Board’s decision is binding.
For the latest TBR entities please click here
