Ipsos and comScore Target Affluent Americans

In the US, Ipsos MediaCT and comScore have introduced a new cross-media planning tool which combines the Ipsos Affluent Survey with comScore Media Metrix data, in order to understand how affluent audiences access media across channels.

Ipsos Affluent Survey, which has been running since 1976, provides a source of information about the lives, lifestyles, spending and media habits of 62 million 'affluent' Americans with $100k+ household incomes. Feedback from the survey has been combined with the Media Metrix audience measurement database to help marketers better understand the profile of these consumers, and develop 'more sophisticated' targeted media plans.

Evan Borak (pictured), SVP of Ipsos MediaCT says the alliance combines the strengths and expertise of the two organizations and two of their leading measurement products, adding: 'clients and marketers will benefit from better cross-platform marketing campaigns that connect the affluent to their products and services.'

Web sites: www.ipsos.com and www.comscore.com .