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Channel M audience research endorsed by IPA |
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Friday, 11 April 2008 |
The Institute of Practitioners in Advertising (IPA) has publicly endorsed the methodology that TV station Channel M uses to research its audience.
Channel M’s parent, MEN Media uses Ipsos MORI to measure the station’s audience and in particular to identify key criteria such as the station’s reach, frequency and viewers’ attitudes.
Channel M interviews 1,000 people by telephone every quarter. The research that the station produces has previously been the matter of some dispute.
Channel M which styles itself as the “UK’s most successful city TV station” claims an audience well in excess of 300,000 viewers a week.
Richard Roycroft, head of agency sales at MEN Media said: “We sent our Ipsos MORI research to the IPA as we were keen to get an independent assessment. We are pleased with the IPA’s feedback, which will be of real benefit to us in selling the channel to media agencies and advertisers.”
The IPA reported that: “This survey meets its objectives and provides good guidance as to the levels and patterns of viewing to this channel.”
www.channelm.co.uk
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