Ad Responders

The SkyView panel, conceived and developed  by Sky, comprises a panel of 33,000 Sky households, from which detailed second-by-second television viewing data covering all channels is collected via the set-top box. TNS and BSkyB manage the operation of the panel on a daily basis.

7,000 of these homes are also members of Worldpanel, the service operated by TNS which provides detail on each household's purchasing of grocery products on a continuous basis. This constitutes a unique and valuable single source dataset.

By way of a challenge to the conventional TV buying model that has remained unchanged for over 30 years, and which puts equal value on all individuals in a demographically described target audience, Sky Media wanted to use data to identify which households are the most responsive to advertising. Having identified these ‘high responders', Sky Media could then go on to examine their viewing patterns and thus find ways in which advertising could be more effectively targeted at the most responsive buyers through a better use of dayparts, channels and programmes.