IPA debuts Touchpoints multimedia survey
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The UK's Institute of Practitioners in Advertising (IPA) gave the first public airing today of topline figures from its ground-breaking multimedia usage and lifestyle survey, Touchpoints.
IPA president David Pattison hailed the study as a “world first”, providing advertisers and media owners with a “ground-up view of how consumers use the wide range of communications channels available to them”.
The £1m survey has been in development for more than three years. Research supplier TNS recruited 5,000 adults who were each equipped with PDAs to record their media use and activities at half-hour intervals for seven days. A self-completion questionnaire was used to collect attitudes on a range of issues and demographics.
It was backed by 10 major media owners including AOL, BBC, ITV and News International.
At a packed press launch today, Adam Swann, chairman of the World Federation of Advertisers (WFA) Media Committee said: “This is something the WFA not only endorses but is strongly championing because it fits with the ambition of all advertisers for multimedia consumer-centric data.”
Swann said countries including Japan, Italy, Australia and Canada were looking closely at the Touchpoints initiative with a view to replicating the study in their own markets.
As founding partners and subscribers begin digesting the survey data, research agency RSMB is hard at work integrating the findings with existing media currencies including Barb (TV), NRS (print), Rajar (radio) with a view to producing a multimedia planning database, due to launch in May/June this year.
