New Planning TV and Radio advertising tool

The Guardian reports on a new planning tool for the advertising industry.

Until now, advertisers and their media agencies have had to rely on separate audience measurement tools - such as Barb and Rajar - that don't take into account that consumers are often using multiple media simultaneously and in different ways. Now there is a new advertising campaign planning tool from the Institute of Practitioners in Advertising.

"Before, all the standard industry measurement tools have been limited to individual media, such as TV or radio - this new tool pulls them all together," said Jim Marshall, the chairman of the Media Futures Group at the IPA.

Called the Touchpoints integrated planning database, the new tool has taken almost three years and more than £1m to develop.

Just in time for the podcasting revolution, I wonder how practical it will be for social media?