Radio Sector Tunes in to Richer Insights with TouchPoints

CBS (Canadian Broadcast Sales) and CBC Radio Latest Companies to Sign On to Support New Multimedia Research Solution

Tuesday, February 03, 2015

Toronto, ON – As radio continues to evolve, brands and advertisers need to be equipped with better insights into the behaviours of their audiences. As such, two key radio sector stakeholders – CBS (Canadian Broadcast Sales) and CBC Radio – have signed on to support Ipsos Reid MediaCT and Reality Mine’s multimedia study, which provides insights into how people consume all media throughout their day and week.

Currently available in the UK and U.S., TouchPoints is the only syndicated consumer insights and cross-platform research product for agencies and media companies designed to inform integrated communications strategy, media planning and execution. The study officially launched in Canada in January 2015.

Announcing the decision to support TouchPoints in Canada, Patrick Grierson, President of CBS (Canadian Broadcast Sales) says: “CBS is very happy to be part of a study that will help clients, agencies and media owners better understand the consumer’s media journey and granular factors such as emotional disposition. Our decision to invest in TouchPoints was in part driven by the positive feedback we received from the RAB UK (Radio Advertising Bureau UK), who attributes much of the recent commercial sales growth in the radio industry to the findings in TouchPoints.”

TouchPoints provides rich, single-sourced behavioural data that addresses questions as to when, where, and how media is consumed, along with who the person is with, how they are feeling and what they are doing – while consuming that media. The survey consists of a seven-day electronic diary (ediary) that requires respondents to record activities and media consumption in half hour time periods, an online self-completion questionnaire about lifestyle and general media habits. Introduced recently to the launch is the passive capture of respondents’ behaviours as measured through their digital devices.

Ipsos and RealityMine held the first Client Advisory Meeting with agencies and media companies in January 2015. The Client Advisory Council will work closely with Ipsos and RealityMine in the development of the study. The pilot is scheduled for February, with the launch of the study fieldwork to start late March, with reporting in Q3 2015.

For more information on this news release please contact:

Elen Alexov
Director, Marketing Services
Ipsos in North America
(778) 373-5136

About Ipsos Reid

Ipsos Reid is Canada’s market intelligence leader, the country’s leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, health and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

Radio Sector Tunes in to Richer Insights with TouchPoints

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Elen Alexov
Director, Marketing Services,
North America