IPA Prepares To Demonstrate Second TouchPoints Database

The Institute of Practitioners in Advertising (IPA) is to demonstrate its much awaited second TouchPoints database, the Integrated Planning System, to the planning community at an invitation-only briefing session on October 5.

The results of the first IPA TouchPoints survey were released in March and showed a week in the life of a representative sample of the British adult population during late 2005 (see IPA Launches Long Awaited TouchPoints Survey).

The IPA says that the Integrated Planning System is the result of integrating the industry media research currencies onto the bespoke IPA TouchPoints Hub Survey (a time-based, multi-media, consumer centric Hub Survey published on March 23) to produce the first, industry available, consumer-centric planning system.

Lynne Robinson, IPA research director, said: “This second database brings together all the major communication channels, both traditional and new, to provide the first multi-media planning tool available to the whole industry market.”

“This is the tool the industry said that it wanted, we expect that it will have a significant impact on communication channel planning in the future. Once this is launched, we will putting our second Hub Survey into the field for publishing in 2007.”

IPA: 020 7235 7020 www.ipa.co.uk