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IPA Study Claims New Ground
TNS Media has been appointed by the Institute of Practitioners in Advertising (IPA) to undertake the main survey work for its 'TouchPoints' UK media study. TNS says the research will be the first to 'connect single media channels such as TV, radio, print media and online through an industry-wide measurement system'.
The TouchPoints initiative is underwritten by the IPA Media Futures Group and will provide an overview of the lifestyles and media habits of some 5,000 adults in the UK. Respondents will make half-hourly inputs to a small handheld electronic diary of media habits over a period of one week, and will complete a detailed questionnaire on their attitudes and lifestyle.
TNS says a successful pilot has already been completed and it believes the methodology has worldwide potential. According to Jennie Beck, Head of TNS Media, 'The industry has been waiting a long time for a genuinely cross-platform approach to measuring media behaviour and involvement. The TouchPoints concept ... will offer a far greater insight into planners' understanding of what media consumers are using and, therefore, the opportunity for far more effective targeting of campaigns in the future'.
IPA TouchPoint has ten media owner founding partners: AOL, BBC, Chrysalis, JCDecaux, The Guardian, ITV, News International, SMG, TMS and Wanadoo. The integration phase of the research will be conducted by RSMB. TNS is online at www.tns-global.com
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