The fifth edition of the seminal report compares data from IPA TouchPoints 2022 Wave 1 (January-March 2022) and TouchPoints 2022 Wave 2 (September- November 2022) with data from 2015 to help planners and advertisers better understand how the commercial media landscape has evolved and the impact lockdown has had on consumers’ commercial media behaviour.
The analysis continues to show that across the last eight years the commercial media landscape is becoming increasingly fragmented and complex.
The report is broken down into three sections: the broad media landscape; a focus on understanding how the GB adult population spend their media day; and the differences between the age groups. The data is presented as scatter graphs, looking at the audience reach % and mean hours per day of usage; pie charts, looking at the % share of total commercial media time for each channel by audience; and bar graphs, looking at the weekly audience reach % by channel.