Behavioural economics, Erwin Ephron’s recency theory and much industry research propose that reaching people at relevant times with relevant messages can improve communications effectiveness. Inspired by this, the RAB took the TouchPoints unique time diary data related tasks, activities and media consumption and aggregated it with their own radioGAUGE data and case studies, to provide agencies with insight into how media can help connect with, and influence, consumers at the most relevant moments.