An exploration of TouchPoints data on the relationship between people and news brands in 2024
All media planners know TouchPoints’ annual dataset is an invaluable resource to understand the context around how people consume media. The diary, which asks respondents to log their mood, company and media activity every 30 minutes, provides a rich background to how people consume media in the real world.
With this in mind, we are sharing what the 2024 IPA TouchPoints dataset reveals about people’s relationship with news brands.
Starting with the attitudinal data we’ve outlined where, when and how people turn to news brands in all their different forms. It is clear print plays a different role in the media mix than digital; by using the IPA’s channel planner tool we can consider how planners can optimise their campaigns for both mediums.
Particularly interesting is our exploration of mood data, where we can see that people turn to different types of news in two very different mindsets. This matters when it comes to your advertising. With case studies of award-winning campaigns, we demonstrate how brands can build on the learnings within the TouchPoints dataset to build valuable relationships with people through news brands.
Download the report now, or get in touch to find out more.
