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Vividata is a Toronto-based [1] not-for-profit research organization that provides impact and marketing data on print media readership in Canada.
Vividata resulted from a 2014 merger between the Print Measurement Bureau (PMB) and the Newspaper Audience Databank (NADbank). [2] The merged company temporarily used the name Amalco. [2] The non-profit PMB traced itself back to 1973, when it conducted its first national print survey. [3] PMB conducted surveys to assess the level of readership for many magazines sold in Canada, and also conducts industry-specific surveys such as for medical profession publications. NADbank's work had significant overlap with PMB. [2] Vividata also has a custom syndicated survey division known as Vivintel. [4]