Making Sense: The Commercial Media Landscape (Fourth Edition)

The fourth edition looks at the changing nature of the relationship between the media consumption habits of 16- 34s and people aged 55+.

One of the striking findings of the new IPA TouchPoints report Making Sense – The commercial media landscape (4th edition) is the changing nature of the relationship between the media consumption habits of 16-34s and people aged 55+, with data indicating some increases in convergence. This is counter to previous TouchPoints data where there have been significant declines in the correlation between the habits of these two audiences.

This report predominantly utilises data from IPA TouchPoints 2021 Lockdown and TouchPoints 2021 Post-Lockdown6 to help planners and advertisers better understand how the commercial media landscape has evolved and the impact lockdown had on media behaviour. The report is broken down into three sections. The first part looks at the broad media landscape today. In section two, there is a focus on understanding how the GB adult population spend their media day. Section three takes a look at the differences between age groups.

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