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About Our Data

ABC data includes print, digital and event data. It can be quantitative (e.g. the number of print copies circulated or unique web browsers), and also qualitative (e.g. specific distribution points for free printed copies, or the names of other media titles packaged in a multipack). The data is submitted to us by our media owner members via our ‘returns’ system, which ensures it’s prepared to ABC industry-agreed standards. We then audit the data to these standards and make it publically available on our website.

The purpose of our data is to provide media buyers with verified, comparable facts and figures they can trust when planning and trading advertising. This information enables them to determine market demand for, and the potential reach of, different media products. Ultimately, our data helps buyers make informed judgements about the value of the media space they’re buying.

ABC data provides granular trading information that can’t be found elsewhere. For example, metrics such as ‘Actively purchased’ print copies, as well as detailed information about how and when free copies were distributed. We compile this data on a ‘census’ basis (i.e. a full, official count) using supporting, factual evidence.

PAMCo’s ‘readership’ data provides estimates of audiences, for use in reach and frequency planning. This also includes demographic profiling of who readers are.

Both ‘census’ and ‘readership’ data are essential research tools for buyers, and play different roles at the planning and buying stages. They also enable buyers to cross-reference and sense check the results from each data set to paint a more comprehensive picture of the market.

Our media owner members must prepare their data to ABC standards before submitting it for audit. Our audit teams then verify the claim using a broad range of tests, which are chosen based on the specific media product and how it’s been distributed. Two examples are: rigorous checks of factual evidence, and arranging ‘reality tests’ like phone interviews and visits to specific sites.

Our audit process consist of six main steps:

  1. Data submission – Using our online returns system, the media owner submits their data and their ‘claim’ for a specific reporting period.
  2. Validation – Our returns system automatically analyses the data. Any inaccuracies are investigated and corrected. We then issue the media owner’s ABC certificate.
  3. Pre-audit review – We assess the media owner’s data and the processes they used to produce it. We’ll then determine which tests we need to use to verify the claim.
  4. Audit – We apply the selected tests to validate the data.
  5. Conclusion – We provide a summary of the testing results, record any discrepancies and assess if we need to make an adjustment to the claim or certificate.
  6. Wrap up – Finally we contact the media owner with a summary of any audit issues and recommendations where necessary.

There are two main ways you can view data on our website:

  • Certificates - We issue an ABC certificate for each media product we verify (print edition, digital publication, event, etc.). Current certificates for each media owner can be viewed by all visitors to the website, using the search function on our homepage. Historical data for each product is available to ABC members and subscribers.
  • Interactive Reports - We also release interactive data reports, one for each of the five media sectors. These can be accessed by our members and subscribers. Each report presents data for these titles at a point in time. Our reports offer numerous sorting options, making it easy for you to find and export the data you need. This short video shows you how.
  1. Newsbrands (Monthly)
  2. Consumer Magazines (6-monthly)
  3. Regional Publications (6-monthly)
  4. Business Media (6-monthly)
  5. Island of Ireland (6-monthly)

We release our interactive report for each sector either monthly or 6 monthly. View our report schedule for this year’s release dates.

You’ll need to either sign up as a member or subscribe to receive the data you’re interested in. Please visit our Data Packages area to find out more, or email This email address is being protected from spambots. You need JavaScript enabled to view it.

We audit a range of media products. Here are the definitions for each type:

  1. Print editions
    Print products are straightforward to understand (newspapers, magazines, etc.), but it’s useful to understand the different distribution methods we measure. Our main reporting categories are:
    • Paid Single Copies
      (Primarily retail copies) Copies that are sold to a retailer for resale as single copies to a consumer.
    • Paid Subscriptions
      Copies sold and distributed to an individual or a group for a contracted period.
    • Paid Multiple Copies
      Copies purchased by a third party and delivered to a location, so they're available for pick up or receipt by consumers.
    • Free copies
      Copies that are distributed, or made available, to consumers for free.
    • Membership copies
      A single copy of an official Society publication that’s distributed to a member of that society.
  2. Digital editions / digital publications
    A digital edition is a digital version of a print edition reported on the same certificate. This may be reported by copies circulated and/or Publication Active Views (PAVs - effectively intentional openings by the consumer). A digital publication is reported on its own certificate, and it may or may not have a print equivalent. Again, it can be reported by copies circulated and/or Publication Active Views (PAVs).
  3. Web/ app traffic
    Traffic is the recorded activity for a website or app. It is mandatory for the media owner to report the number of daily unique browsers for each day of the reporting period (repeat visits by the same browser are only counted once). Optional metrics such as page impressions and visits are often included. As part of the audit, ‘invalid’ traffic such as robotic non-human activity is excluded.
  4. Email distribution
    These must be email mailings that are related to a single email product and have been distributed for a defined reporting period. The media owner must report the number of de-duplicated emails successfully sent to individual email addresses, total number of mailings, a product name, a description and its content.
  5. Event attendance
    Attendees at a specific event. These are broken down into visitor and exhibitor attendees.
  6. Social media
    Included on ABC Brand Report certificates only. Defined as the metric count for one or more social media platforms, on the last day of the month covered by the certificate. (NB. We don’t audit the underlying data for social media reporting. As agreed by the industry, media owners have the option to include this information on their brand report to help communicate their overall brand reach.)

ABC Certificates allow you to report print and digital versions of the same magazine in what we call “bundles”.

On a Consumer Magazine certificate

  • The publisher can always claim the print copy
  • The publisher can choose to also claim the digital copy in addition to the print copy, provided the consumer has paid 20% extra (above the normal price for the print copy).
  • If they do this, they must include a statement on their certificate reporting the number of bundles where both copies are claimed.
  • The publisher can choose not to claim the digital copies that are bundled with print.

On a Digital Publication certificate

  • Any digital copies not claimed on a title’s Consumer Magazine certificate could instead be reported on a separate Digital Publication certificate.
  • If the digital copies claimed on this certificate are sold as part of a print and digital bundle, then they’ll be reported in a category called ‘bundle copies’ and will form part of the total on this certificate.

ABC Brand or Group Reports

  • Publishers can choose to bring data from different certificates together on an ABC Brand Report or Group Report.
  • This data can be aggregated if the metrics and reporting periods are the same on the different certificates.
  • If circulation figures from the separate print and digital publication certificates are aggregated into an overall ABC figure, the publisher must also report the quantity of print and digital copies that were sold together as a bundle.

For more information, please head to our Reporting Standards page

About ABC

ABC releases data for the UK media industry to use when trading print, digital and event advertising. We’re also a leading industry-owned auditor for media products and services, with specialist skills in digital ad trading. Our logo stands for quality and trust in media, empowering our £22bn industry to trade with confidence.

We’re a not-for-profit organisation owned by the industry.

  • Our funding stakeholders are the Internet Advertising Bureau UK (IAB UK), Institute of Practitioners in Advertising (IPA), Incorporated Society of British Advertisers (ISBA), News Media Association (NMA) and the Professional Publishers Association (PPA).
  • Our Board members are nominated by the above organisations. The Board meets five times a year to oversee the effective running of ABC, and includes key representatives from agencies, advertisers, media owners and trade bodies.
  • Our Reporting Standards Groups (RSGs) are responsible for developing ABC Reporting Standards, which are the rules to which our data is prepared and reported. The groups represent the ‘buy and sell’ sides of the industry, and meet regularly to review and agree the standards for their sector.
  • Our Team operates from our headquarters in Berkhamsted. This includes our expert team of over 45 auditors, who deliver the auditing work across all areas of our business - from print, digital editions and websites to ad fraud, brand safety and viewability.

Other Questions

To access clear guidelines on how to fill in your returns form, please go to our Submit Data page.

JIC stands for Joint Industry Currency. JICs are owned by the industry - advertisers, agencies and media owners - to provide transparent and objective audience measurement for each medium. The data is produced and sold at cost, providing both industry accountability and a robust trading currency for each medium.

ABC was the very first JIC in the UK. There are 9 JICs representing different types of media such as magazines, radio, television and online. The UK Joint Industry Currencies are ABC, BARB, JICMAIL, JICPOPS, JICREG, JICWEBS, PAMCO, RAJAR and ROUTE.

The advertiser and agency trade bodies (ISBA and the IPA) strongly support the JIC principles as the ‘gold standard’ approach to providing objective and comparable data. You can read more in their Matter of Fact report.

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