The initiative provides an overview of how people spend their daily lives and how their media usage fits into these patterns. This data is then used as a planning hub.
The second initiative will again use the PDA diary technology to capture the latest digital and consumer trends including the rise of social networking and the impact of broadband in people's lives. It will therefore extend the coverage of the key developing media and also provide trend data against the first TouchPoints survey.
The Hub survey is expected to be published in the first quarter of 2008, followed by the new Integrated Planning Database in the second quarter.
As before, the initiative is being spearheaded by the IPA's Media Futures Group. All the group's members have publicly committed to the initiative as a central feature within their planning routines and structures.
Moray McLennan, IPA president and chairman of Europe at M&C Saatchi, said: "Advertising is a key driver of the UK economy. The IPA TouchPoints Initiative provides a unique insight into how people use media and therefore, how to deploy advertising to its greatest potential effect."
Lynne Robinson, research director of the IPA, said: "The first IPA TouchPoints Initiative has been groundbreaking in both its scope and the sheer amount of industry support it has engendered."
Jennie Beck, head of TNS Media, said: "No other media research project is as ambitious, or, for a research agency, as closely fought over as Touch-Points, and TNS is thrilled to have been chosen again to run the TouchPoints hub survey. We're looking forward to working with the IPA to increase its impact even further."
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