Abstract:

The new global media landscape led to an explosion in communications research as advertisers, agencies and media owners try to chart an effective path through this labyrinth. However, in the UK and most developed advertising markets, the joint industry committee structure charged with producing the industry media research currencies remained resolutely single media based. This core issue sparked the IPA TouchPoints Initiative, designed to provide new insights as a stand-alone survey, as well as to act as a 'hub' in the middle of current industry currencies to provide a fully integrated multimedia planning currency.