IPA TouchPoints Survey

Presentation to World Association of Newspapers

24th October 2006

What is it?

A unique industry initiative

A consumer-centric and time-based survey

Embracing all (measurable) channels

With a single source planning capability

A comms planning framework

A Major Step Forward

The Reality

THEN NOW

Simple Complex

One target audience

Predictable behaviour

Multiple audiences

Behaving differently

TV

+(?) Press/posters

Multi-channel

Multi-media

Multi-context

Multiple-moments

One way Multi-dimensional/two way (technology)

Right message right place Multiple messages at right time right

moment right place right context !!!!

Why TouchPoints?

Multi-layered…multi-media solutions

A holistic consumer view

Context

Differences not averages

Who’s; how’s; when’s and where’s

Connector data

Multi-channel/multi media planning capability

Industry sources not equipped

TouchPoints brief and specification in 2004…..

The TouchPoints concept

Proprietary Data

Founding partners

Major UK media agencies (11of top 15) &

10 media owner founding partners

Some reaction….

“It’s fantastically important”

Agency

“It’s very powerful… and that’s not

something we have had before”

Agency

“There’s a level playing field at last”

Media Owner

“There’s enough in there to put a person on it for a year to get everything

out!”Media Owner

“It’s making us think about the way we do planning and the way

we are structured”Agency

“Two years from now, our industry award-winners will be crediting Touchpoints in their

acceptance speeches” Agency

“TouchPoints is fundamentally changing the way we are looking at our business. We are placing the audience at the centre of what we

do..” Media Owner

The Hub Survey

Respondents complete:

(i) a substantial, self-completion contact questionnaire

(ii) 7 day, PDA diary, collecting data each ½ hour

A “week in the life” picture plus views and opinions + media consumption etc.

Sample size of 5,010

Contractor TNS

Successfully piloted, completed and delivered through bureaux systems

Self - completion questionnaire

Communication channels covered: Traditional

TV, National & Regional Newspapers, Magazines,

Radio, Outdoor, Cinema Plus ‘new’

e.g. Direct, Event Sponsorship, On-line, SMS

Including use of technology

Attitudes to media

Lifestyle and attitudinal data

Shopping data

PDA

By half hour: Where were you?

Who were you with?

What were you doing?

And were you doing any of these?

(media consumption)

Mood

At the end of the day Cinema going

Advertising mail

Telemarketing calls received

Commercial text messages received

LocationAll adults - Wednesday

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100%

00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:0018:00 19:00 20:00 21:00 22:00 23:00

Home And Asleep Home Not Asleep Out

Integrated planning system

Hub Survey captures contact with channels

TouchPoints respondents matched to currencies via 50,000 Establishment Survey Based on time spent with each medium

Micro details from currencies

A TouchPoints channel planning system Integrated data basis of multi-media analysis

Common planning ‘contact’

Designed to be weighted

Launched 5th October 2006

The Report

Easy to Interpret Results with Frequency Distribution, Unique Media Cover and Results

by Medium and Combined Schedule

The role of the Hub Surveyand integrated database

Part 1 - Hub first part of the targeting story

Looking at consumers and how they spend their time

And the role of media in their lives

Part 2 - Amplified by integration into currencies through ‘hooks’

Part 3 - Amplified further by integration into TGI and other standard

sources

Part 4 – Amplified further by integrating into proprietary research and

other databases

Fully exploiting the potential

Applying TouchPoints

Consumers

“Life data”

½ hour by hourDay by day….across the week

“Work; rest and play”Shopping/entertaining/media/technology

Defining markets

Consumers

“Collections of Consumers”

vs. Time Poorvs. Have Notsvs. Premium Shoppersvs. “Hedonists”

Time RichDigital HavesValue Shoppers“Home-birds”

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00:00 01:3003:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:0022:30

Audience 000s

Eating/ Drinking Shopping Relaxing Watching/ Using The TV

The family together as a unitWednesday

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00:00 01:30 03:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:00 22:30

Audience 000s

On my own With Partner & Kids With Partner Only With Children Only

Families shoppingWednesday

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Audience 000s

On my own With Partner & Kids With Partner Only With Children Only

Families relaxingWednesday

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00:00 01:3003:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:0022:30

Audience 000s

On my own With Partner & Kids With Partner only With Children Only

Families eating & drinkingWednesday

But varies by type of family groupWednesday

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%

Women+Kids FT Women+Kids PT Women+Kids NW

Source: IPA TouchPoints Hub Survey 2005

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00:00 01:00 02:00 03:00 04:00 05:0006:00 07:00 08:00 09:00 10:00 11:00 12:00 13:0014:00 15:00 16:00 17:00 18:00 19:00 20:00 21:0022:00 23:00

Women+Kids FT Women+Kids PT Women+Kids NW

Women+Kids No Partner Men with Kids

Source: IPA TouchPoints Hub Survey 2005

Work around the house + childcareWednesday

Saturday activitiesMain shoppers who shop 2pm-2.30pm on a Saturday

Source: IPA TouchPoints Hub Survey 2005

0.0

5.0

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00:0000:3001:0001:3002:0002:3003:0003:3004:0004:3005:0005:3006:0006:3007:0007:3008:0008:3009:0009:3010:0010:3011:0011:3012:0012:3013:0013:30

%

Washing/Dressing

Eating/Drinking

Housework/Jobs Around the House

Working/Studying

Sports/Exercise

Relaxing/Nothing in Particular

Saturday media momentsMain shoppers who shop 2pm-2.30pm on a Saturday

Source: IPA TouchPoints Hub Survey 2005

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TV

Websites

Newspapers

Magazines

Radio

How does media fit in?

Media

“Communication Context”

Who (with)WhenWhere

Usage across weekOverlapping consumption

Moments of opportunity

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% Participating

Emailing TV Viewing Talking/Chatting Face to Face Texting

Heavy EmailersSelected activities - Wednesday

0% 20% 40% 60% 80% 100%

Profile

Landline callers

Web Surfers

Verbal communicators

Mobile callers

Text Senders

Light Medium Heavy

Heavy EmailersOther communication channels

MOSAIC

0

50

100

150

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250

A Symbols ofSuccess

B HappyFamilies

C SuburbanComfort

D Ties ofCommunity

E UrbanIntelligence

F WelfareBorderline

G MunicipalDependency

H Blue CollarEnterprise

I TwilightSubsistence

J GreyPerspectives

K RuralIsolation

Heavy Email Senders Heavy Text Senders Frequent Letter Writers Heavy Phone Callers

Communication groups Mosaic type

Readership of selected daily newspapersAcross Saturday - ABC1 Adults 35+

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06:00-06:30 07:00-07:30 08:00-08:30 09:00-09:30 10:00-10:30 11:00-11:30 12:00-12:30 13:00-13:30 14:00-14:30 15:00-15:30 16:00-16:30 17:00-17:30 18:00-18:30 19:00-19:30 20:00-20:30 21:00-21:30 22:00-22:30 23:00-23:30

The Sun Daily Mail Daily Telegraph The Express Any Quality

000’s

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%

Watching TV M ulti-Tasking Whilst Watching TV

Watching TV whilst multi-tasking All Adults - Wednesday

Source: IPA TouchPoints Hub Survey 2005

All 18-34 Men vs.18-34 Men out on a Saturday night

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45

00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00

%

Men 18-34 TV V iew ing Men 18-34 Out Saturday Night TV V iew ing

Men 18-34 Radio Listening Men 18-34 Out Saturday Night Radio Listening

Including magazines

0.02.0

4.06.08.0

10.0

12.014.0

FHMNutsQ Zoo

MaximLoaded

BBC Top GearWhat'S On TvTv Choice

Heat

Auto TraderMen's HealthMax Power

%

All Men 18-34 Men 18-34 out on a Saturday Night

Location of mobile phone activity – Talking 15-24 year olds

Work / School / College

23%

Travelling14%

At home

39%

Somewhere

else outdoors13%

Somewhere

else indoors11%

Source: IPA TouchPoints Hub Survey 2005

Who with when using the mobile - Talking15-24 year olds

Work

13%

Family

36%

On own

19%

Other

12%

Friends20%

Source: IPA TouchPoints Hub Survey 2005

Reading5%

Watching / using TV

24%

Listening to the radio

16%None of these46%

Looking at websites

9%

Source: IPA TouchPoints Hub Survey 2005

Other media exposed to whilst using the mobile phone

Cross-media consumptionEvery Wednesday…

46% of those who read a celebrity magazine,

also send a text.

40% of adults who watch sport on TV,

also read a national newspaper.

27% of adults who play on a games console,

also read a national newspaper.

20% of quality newspaper readers,

also look for product information on the web.

Cross-media consumptionaverage Wednesday

Travel - FridayMetro Readers vs Adults

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Adults Travelling Metro Readers Travelling

High rush hour and evening travel

Usage of the InternetPost Friday Tube JourneyAdults living in London ISBA region

86%

14%

Online at w ork Friday post 9:00 AM

Not online at w ork Friday post 9:00 AM

86% of tube users on a Friday in Londongo online at work following their tube journey

Mail On Sunday Readership and ShoppingSunday

M OS Readership vs Shopping

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Adult Sunday Shopping MOS Readers Sunday Shopping MOS Readership

A high proportion of reading occurs prior to shopping

More lifestyle groups…

Unemployed vs employed

Unemployed miserable during the day

Employed happier during the day

Mood - Top Quintile Wednesday

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00:0001:00 02:00 03:00 04:00 05:0006:00 07:00 08:00 09:00 10:0011:00 12:00 13:00 14:00 15:0016:00 17:00 18:00 19:00 20:0021:00 22:00 23:00

%

Working Full-TimeUnemployed

Full Time Workers’ mood improves as the working day progresses

‘Me’ time

What do individuals in relationships do when

they are not with their partner?

Is their choice of media different when they are

alone?

Are they in a better mood when they are alone?

Reality TV Fans

‘One of my favourite types of programmes’

What other types of TV programmes do they like?

What types of magazines do they read?

What are there favourite magazines?

Reasons for watching TV and reading magazines

Demographics

Sociability

Values

Increasing Readers

Establish essential core values of existing audience

Find ‘twins’ who share these core values but who don’t

currently consume the media

Map media likes and dislikes against existing audience

and ‘twins’

What should we add to the media to attract the twins?

What are the current barriers to entry?

Increasing Readers

Size of potential audience

Overlaps with other media

Who are they?

How do they spend their lives?

How valuable are they? To the media owner

To the advertiser

Insights through:PDA + self completion questionnaire

Where, who with, activities, media – by half hour

TV, Newspapers, Magazines, Radio, Cinema, Posters

Internet, Mobile Phones, SMS Text, Direct mail, Sponsorship

Shopping, Travel

Views and opinions

Demographics, Geodemographics, Life-stage

Etc.

Connections; interrelationships & multi-dimensional insights

Demographics Life-stage Lifestyle

Activities Who withWhere at

NewspapersTV Radio

Cinema

Direct Mail

Sponsorship

Communication Media values

Life values

Brand/product values

Travel

Out of home media

TechnologyTextMobile phone Shopping

Time Multi-tasking

Internet

Role in the planning process

Brand

Consumers Media

“Reward on time the new communication metric”

“Week in Life” Key discriminator

Time

Meeting the planning challenge

Filling a void Context linked to detail

Embelishing the context

Creativity and science

A new planning standard

Integrated and benchmarked

Informing budget setting and allocation

Value to Media Owner Partner

Broadens frame of reference All media

Early window of influence Channel selection & £

Reduces structural barriers

Level playing field

New perspective across media interests

Key Strategic Tool

At different levels

As a marketing tool New perspective on audiences

A sales development tool Means to sell in multi-media context

A business tool New opportunities

Summary

Designed to assist in the new environment

Learning curve for all

Widespread applications

Opportunity to support other work

And to add value to TouchPoints

A Major Opportunity

www.ipa.co.uk/touchpoints

Thank You

Thank you