Behavioural economics, Recency Theory and industry research expound that reaching people 'in the moment' with related messages boosts communications effectiveness. With IPA TouchPoints demonstrating that around 56% of all time spent engaged in tasks and activities is accompanied by media consumption this presents a real opportunity to enhance media planning practices.

We've aggregated IPA TouchPoints data, radioGAUGE data and case studies together with inspiring and effective audio, to give you unique insight into how media can help you connect with and influence consumers at relevant moments.

Use this tool to find out which media are best for reaching people across the day when engaged in tasks and activities relevant to your campaign and to be inspired by pertinent radio case studies, audio and effectiveness data.

For help using the tool please visit the FAQ section.

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Behavioural Economics

The Power of NOW

Behavioural economics tells us that consumers engage less with future events than they do with events current happening. This tendency to regard future events as different to their current equivalents can be harnessed in many ways. From an advertising perspective reaching people at the right time could prove crucial to driving them in to your store or to your website.

Additional details on behavioural economics and the power of now can found here

Inattentional Bias

There's such a blizzard of sensory information out there, the brain would be overwhelmed if it weren't for a process of selective attention that allows us to focus. This means that once we're tuned into certain aspects of the environment, we're left blind to events outside of our selective attention - a phenomenon called "inattentional blindness".

A study by Baruch Eitam and colleagues proposes that pure irrelevance is enough to render information invisible even if we have plenty of resources available for processing that information. There this state of "induced blindness" is not just about attentional load we are dealing with but also salience and motivation.

Full article on "in attentional bias" can be found here

Recency Theory

The "recency theory" of advertising was devised by Erwin Ephron to help media planners optimise scheduling of campaigns. It claims that to be effective advertising must talk to people at the right time - when they're in the market, when they're receptive to messages and when they are near the point of decision. For example, exposure to fast food ads is optimal when it occurs just before an evening meal when people are deciding what to eat that night.

Additional information on the recency theory available here

Frequently Asked Questions

Where does the audience data come from?

The Audience section uses data from the IPA's TouchPoints diary, which asks questions about media consumption of TV, radio, newspapers, magazines and the Internet.

What are the sources for the Touchpoint data?

The Touchpoints data is based on Touchpoints 2021 (released September 2020)
As we are looking at the share of media time the top line media summaries listed in Telmar have been reworked to avoid duplication. The definitions of what is included within each media group are listed below. E.g. Watching on demand/catch up TV and listen to Radio online are included within TV and Radio so have been excluded from Internet to avoid double counting. Media share is based on 'Meanz' so excludes any zero respondents. Media time is gross 1/2 claims (whole week) & time slots (any day)

What is included within each media type?

Each media group includes the following options listed within the Touchpoints diary

Total Internet:

  1. Online Shopping : Shopping online via a laptop/ desktop pc, tablet, mobile phone/device.
  2. Personal comms : Emailing (reading or writing), Using a messaging service/app, Video calling e.g. Skype/Facetime.
  3. Social media : Using a social networking site/app.
  4. General browsing : Using the Internet (Not media, social media or communication), using a news site other than a newsbrand site e.g. Not Guardian website which would be included within Published brands totals.

Total AV:

  1. Live TV : Live TV on a TV set and Live TV on a laptop, tablet, mobile etc (Not TV set).
  2. On-demand AV : Recorded TV using personal recorder e.g. Sky+, Catch up TV, Free on-demand video, Paid for one off viewing & paid for on demand video, Short online video clips (under 10 mins) e.g. Youtube and Longer online videos (over 10 mins).

Total Audio

  1. Live Radio : Live radio on a radio set and Live radio on a laptop, tablet, mobile etc (Not radio set).
  2. On-demand audio : On-demand/ listen again radio programmes, Streamed online music e.g. Spotify, Music video channels / sites for background listening e.g. Youtube and Podcasts (Radio & Other)

Total Published brands

  1. Published brands : Newspapers / magazines read on and offline
Why do you split the media elements in this way?

With a greater focus on AV and Audio within agency teams we felt that providing this level of detail looking at media share and media reach provided a clear representation of the media landscape. When looking at media consumption by day part we focus on the top line totals as the individual media elements are too small in a lot of cases.

Why isn't outdoor included in the Audience Data charts?

Some analysis uses 'time spent out of home' from the TouchPoints diary as an indicator of exposure to outdoor advertising. Since some people feel that this is not a direct comparative for active media consumption we have therefore not included it in this analysis.

How can I easily transfer the data and audio into my own presentations?

All charts, case studies and audio are completely downloadable for your own use. On the three Audience charts click the Menu button and this will provide you with options to download the charts in various formats. Clicking on the case studies or radioGAUGE Predict data will open up the relevant charts in a new window ready to be downloaded. Additionally, each audio clip can be played or downloaded by clicking on the relevant button.

What if I don't want to include all media on the audience charts?

All charts allow individual media to be removed for instant re-profiling of the data. For example, click the 'Magazines' label on any chart in the Audience section and it will automatically remove the Magazines data from the chart.

What if I have any problems or can't find what I'm looking for?
If you have any other questions that we haven't answered here or need any help please contact us via or call us on 020 7010 0600.