IPA TouchPoints Survey Presentation to World Association of Newspapers 24 th 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 THENNOW SimpleComplex One target audience Predictable behaviour Multiple audiences Behaving differently TV +(?) Press/posters Multi-channel Multi-media Multi-context Multiple-moments One wayMulti-dimensional/two way (technology) Right message right placeMultiple 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

Location All adults - Wednesday

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 5 th 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 Survey and 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 hour Day by day….across the week “Work; rest and play” Shopping/entertaining/media/technology

Defining markets Consumers “Collections of Consumers” vs. Time Poor vs. Have Nots vs. Premium Shoppers vs. “Hedonists” Time Rich Digital Haves Value Shoppers “Home-birds”

The family together as a unit Wednesday

Families shopping Wednesday

Families relaxing Wednesday

Families eating & drinking Wednesday

But varies by type of family group Wednesday Source: IPA TouchPoints Hub Survey 2005

Work around the house + childcare Wednesday

Saturday activities Main shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

Saturday media moments Main shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

How does media fit in? Media “Communication Context” Who (with) When Where Usage across week Overlapping consumption Moments of opportunity

Heavy ers Selected activities - Wednesday

Heavy ers Other communication channels

Communication groups Mosaic type

Readership of selected daily newspapers Across Saturday - ABC1 Adults ’s

Watching TV whilst multi-tasking All Adults - Wednesday Source: IPA TouchPoints Hub Survey 2005

All Men vs Men out on a Saturday night

Including magazines

Location of mobile phone activity – Talking year olds Source: IPA TouchPoints Hub Survey 2005

Who with when using the mobile - Talking year olds Source: IPA TouchPoints Hub Survey 2005

Other media exposed to whilst using the mobile phone

Cross-media consumption Every 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 consumption average Wednesday

Travel - Friday Metro Readers vs Adults High rush hour and evening travel

Usage of the Internet Post Friday Tube Journey Adults living in London ISBA region 86% of tube users on a Friday in London go online at work following their tube journey

Mail On Sunday Readership and Shopping Sunday 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 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 ActivitiesWho withWhere at Newspapers TVRadio Cinema Direct Mail Sponsorship Communication Media values Life values Brand/product values Travel Out of home media TechnologyTextMobile phoneShopping TimeMulti-tasking Internet

Role in the planning process Brand ConsumersMedia “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

Thank You

Thank you