IPA TouchPoints: A New Era in Integrated Media Planning

Lynne Robinson and Graeme Griffiths

The IPA TouchPoints project comprises a 7 day electronic diary completed every half hour accompanied by a 48 page lifestyle questionnaire.

IPA TouchPoints: A New Era in Integrated Media Planning

Lynne RobinsonIPA

Graeme GriffithsTNS Media

INTRODUCTION

The media landscape has changed beyond recognition in the past 15 years. We have seen the launch of new communications media – the Internet, SMS, podcasting – while traditional media has experienced an explosion in the number of channels available, thus fragmenting their existing audiences.

The need to understand this new landscape has led to an explosion in communications research as advertisers, agencies and media owners alike, try to chart an effective path through this labyrinth of choice.

However, one thing has remained...

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