The invention discloses a measuring method for paper coating material imbibition characteristics. The measuring method includes the steps: measuring adsorption curves and structural correlation parameters of paper coating materials by the aid of a nitrogen adsorption instrument, and solving structure characteristic indexes according to the adsorption curves and the structural correlation parameters; acquiring paper coating material imbibition characteristic curves through calculation formulas provided by the invention according to parameters such as porosities and average particle sizes of measuring materials. According to the measuring method, the paper coating material imbibition characteristic curves are measured based on a mathematical calculation method by the aid of relative parameters of structure measurement in material physical chemistry, and one method for representing paper coating material imbibition characteristics is provided.