TNS replaces NOP on IPA's multi-media survey

The extent of the problems faced by the Institute of Practitioners in Advertising's new multi-media survey were revealed today as it emerged that TNS would replace NOP for the second round of testing.

IPA research director, Lynne Robinson previously told Research that there were "some wrinkles in the first pilot" that needed to be ironed out with a second test run.

NOP was picked as the IPA's preferred supplier and intended to run the multi-media study – called Touchpoints – on the back of its financial research survey (FRS).

However, Robinson said completing two surveys placed too much of a burden on respondents, who were "reluctant to take the Touchpoints assignment after the FRS".

TNS plan to run the study as a stand-alone survey, which has "major cost implications", said Robinson, although survey sponsors – which include AOL, the BBC, Emap, ITV and News International – were said to be supportive of the decision.