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RAM and Cint Join in Strategic Collaboration to Create the World’s Largest Combined Media Analysis Panel

RAM, one of the world’s leading media research companies with the world’s largest reference database on how communication works, has begun to collaborate with Cint, the world’s largest  platform for sharing and sourcing online insights.This collaboration gives Cint’s customers easy access to the RAM system, and RAM customer’s access to a considerably larger audience of online insight providers, as well as the ability to turn unique browsers into individual, real-time demographic data.

The demand for transparency within the increasingly competitive media and advertiser markets has emphasized the importance measuring digital media with demographic data of their audiences in addition to simply stating the number of unique browsers. To meet this demand RAM and CINT have joined forces to create one of the world’s largest combined panel platforms for media analysis with over 20 million individual insight providers worldwide. An advantage of this newly combined panel is the possibility to obtain demographic data on each visitor exposed and unexposed to an advertisement or article. This option is open for media companies of all sizes today who use RAM´s services, giving them the possibility to measure the effectiveness of a digital media advertisement and at the same time get hold of individual demographic data.

”The collaboration with RAM is a natural part of our development offering a combination of demographic and behavioral data giving deeper insights into media consumption and other services in real-time. The combination of RAM´s products and Cint´s technology and reach is ideal for customers who needs a swift and targeted consumer measurement”, explains Morten Strand, CEO, Cint.

Big Data Creates New Insights

The two knowledge-intensive companies collaboration can be understood in the light of the increasing importance of Big Data for the media sector. Media companies need to understand their audiences, both to improve their editorial content and to justify new marketing investments from advertisers. 

”It is no longer enough to talk about a number of impressions, or readers, the future lies in understanding which individuals that the campaign actually reaches. Advertisers demand, and rightly so, to know in real-time which individual they reach and important demographics like gender, age, education, income and interests. The cooperation with Cint, enables us to offer this to our customers worldwide and specifically in RAM’s important markets of Germany, Great Britain and the US. We look forward to a close collaboration with Cint and the benefits this will give our customers" says Johan Karlsson, CEO, RAM Group.

The integration of the RAM system and Cint’s insight exchange platform results in demographic information being available for all digital media formats such as web-tv, banners, articles or content marketing. Furthermore, we can offer the same solution for print, which enable new customers without a media panel to measure their media from the first day. The same can be said for Cint customers whom swiftly will be able to get standardised and cost-efficient media measurements with the RAM system.

”This is an important development for us at RAM; we believe that individual based real-time demographic information constitutes a new standard in measuring and analysing digital media” Johan Karlsson concludes. 

Johan Karlsson, CEO, RAM Group                      Ryan Harrivan, Director of Product Marketing, Cint
Telephone: +46 (0)70-838 40 60                          +1 732 655 4482                                
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About RAM - Research and Analysis of Media

  • With over 900 clients in 18 countries RAM, Research and Analysis of Media AB, is one of the worlds leading media research companies. RAM provides the industry with pioneering statistics of how ads, articles and other media communication are consumed and understood for both print and digital media.
  • Today RAM has the worlds largest reference database of communication consisting of 70 million interviews with media consumers. RAM provides unique and strategic solutions with relevant insights to help increase media companies revenue, grow their audience and give them a clear understanding of the markets in which they operate, whether local, national or international. 
  • Learn more, please visit

About CINT

  • Cint is a software company developing technology to innovate the way insights are gathered. Cint specializes in SaaS solutions offering efficient, user-friendly tools to access online consumer panels, as well as panel management software. Cint’s exchange platform is a fully transparent insight marketplace, brings together questions and answers from all around the world.
  • Reach over 19 million people in 70+ countries, all sourced via 1,500+ different panels owned by publishers, local media outlets, market research agencies and non-profits.
  • Headquartered in Stockholm, Sweden, Cint has offices in EMEA, North America and Asia-Pacific.
  • Learn more, please visit

Download this press release here: PDF-file. 


ram with cint


We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen