IPA Revamps Media Appraisals Committee

The IPA has relaunched its Media Appraisals Committee as the Media Research Quality Committee, “to reflect the changing trading conditions of the 1990s.”

In the future, an IPA Seal of Approval will be awarded to surveys that meet the IPA’s minimum technical standards; the IPA hopes to establish an easily identifiable quality benchmark for media planners and buyers. The IPA will work with the research providers to ensure that any appraisals coincide with the launches of surveys.

Lynne Robinson, head of research at the IPA said, “The launch of the Media Research Quality Committee reflects the needs of todays research users. We hope the IPA ‘seal of approval’ will become an industry recognised standard for media research providers.”

The Media Research Quality Committee has this month given the seal of approval to the 1994 Banner Computer Readership Survey. The following appraisals are in progress:

• Financial Intermediaries Survey
• RSA Video Rental Ad Recall Studies
• Youth TGI
• BARB Satellite Panel

Lynne Robinson 071 235 7020.