IPA to brief planners on second TouchPoints database

The UK's Institute of Practitioners in Advertising (IPA) will be demonstrating its second TouchPoints database – the integrated planning system (IPS) – to media planners at a briefing in October.

IPS is the result of integrating industry media research currencies onto the IPA TouchPoints Hub Survey – a £1m study in development for more than three years and published last March.

For the study, 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.

IPA said the second database would complete all elements of its first TouchPoints initiative.

Lynne Robinson, director for IPA Research, said: “This second database brings together all the major communication channels, both traditional and new, to provide the first multi-media planning tool available to the whole industry market.

“This is the tool the industry said that it wanted, we expect that it will have a significant impact on communication channel planning in the future.”

The study is scheduled to be updated next year.

Related links:

IPA debuts Touchpoints multimedia survey

IPA puts Touchpoints survey into the field

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