IPA gets closer to new measurement system

The Institute of Practitioners in Advertising has come a step closer to constructing an industry-wide measurement system, commissioning the full survey for its research project TouchPoints.

The measurement tool, which is the brainchild of the IPA Media Futures Group, will connect the single media currencies, including television, radio, press, outdoor and online, and is scheduled for launch this November.

Global media measurement firm Taylor Nelson Sofres will conduct the field tests, while Barb contractor RSMB will correlate the data for TouchPoints.

The £1m project will be watched over by the 10 agencies and 10 media owners funding it.

Lynne Robinson, research director at the IPA, said TNS had proven its mettle. "It has completed a successful pilot, which we received the results from in December," she said. "We have now commissioned the main survey and that will go into field tests at the end of this month."

The TouchPoints survey consists of two main parts. It will start with a hub survey of 5,000 adults on their lifestyles and media habits. The same respondents will then be asked to keep a PDA diary of their media habits on a half-hourly basis for a week.

The data will be fused across industry trading currencies and agencies' bespoke tools, in order to build up a multimedia picture of consumption habits.

Robinson added: "We've now also appointed RSMB, who will conduct the integration phase of the contract. It's going to fuse the industry currencies onto the hub survey when TNS has completed its research."

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