IPA Research Initiative Proposes Cross Media Survey
The IPA has announced a research initiative, which will provide the industry with a single source media survey.
The initiative was conceived by the IPA Media Futures Group, with the collaboration of ISBA, and initial funding will come from the IPA. A series of diverse proposals from research agencies in answer to a broad brief – are being considered now, with a January decision anticipated on the chosen agency. It will be a continuous survey, getting under way in the second quarter of 2004.
The announcement was made by IPA research director, Lynne Robinson, at the conclusion of yesterday’s “Measuring Media in the Future” conference in London. The conference had heard many pleas for combined research, and the possibility of a “watch-type” system (passive system) to collect both radio and TV data in the future had been aired by several speakers, but the reality of such an imminent step forward seemed to catch the audience largely by surprise.
Robinson’s announcement was low-key, but she promised that the survey would “collect usage data on as many communication channels as possible”, and would be a “central hub for merging industry currencies”. Conference chair Morag Blazey, MD of PHD, said that this initiative would work alongside the existing industry surveys, and should not be seen as a reason to halt any development work that was planned by NRS, BARB, RAJAR or others in the near future.
Sue Elms, director of Insight at Carat, urged the industry to “get behind this”, and not to adopt a “cynical or critical” approach.
Media owners would be encouraged to become involved in the New Year, said Robinson.
The survey would be available – at a cost – to all industry sectors, Robinson confirmed.
IPA: 020 7235 7020 www.ipa.co.uk
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