The Institute for Practitioners in Advertising (IPA) is calling on agencies to deploy more diverse media plans after research it conducted with Facebook found that the past five years had brought about a “dramatic” change in how younger people consumer media versus older audiences.
According to the latest TouchPoints report – drawn from the IPA’s database which uses a representative sample of over 6,000 adults living in Great Britain – the correlation between the media use of 16 to 34-year-olds and over 55s from a time-spent perspective was 58% in 2015. However, this fell by more than half to Read full story ›
Source: The Drum
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