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Home arrow Marketing Research News arrow Company News And Announcements May - December 2008 arrow ARF conference to reveal latest in combining TV audience data and consumer purchasing data to...
ARF conference to reveal latest in combining TV audience data and consumer purchasing data to... PDF Print E-mail
Written by TNS   
18 Jun 2008

London, 19 June 2008 Leading media researchers TNS will deliver cutting-edge insights on how to make TV more accountable as an advertising channel, in one of the keynote addresses to be delivered at the annual Audience Measurement Symposium in New York next week.

TNS and BSkyB will take delegates through the development of SkyView – an innovative research panel which has been tested over the last three years. For the first time, this panel allows major FMCG advertisers to refocus their TV buying strategies to optimise sales effectiveness – resulting in a leap forward in demonstrating advertising accountability.

Delegates at the event, hosted by The Advertising Research Foundation (ARF) and carrying the theme of ‘Audience Measurement 3.0’, will listen to a comprehensive account of SkyView from Nick Burfitt, Global Director of RPD Services with TNS Media Research, and Julian Dobinson, Insight Director, Content with BSkyB – which operates the UK’s largest digital pay television platform. They will examine the impact the SkyView service has had on Sky’s advertisers since its launch – delivering some key insights for those considering means for improving their own advertising accountability.

SkyView is a TNS television audience panel comprising 33,000 homes which measures viewing data captured in the set-top box and reports daily up to a second-by-second level. Some 7,000 of these homes are also members of TNS Worldpanel, in which members of the public record their purchases of food and household products using hand-held bar scanners. This single source of representative viewing and purchasing data delivers critical insights to the advertising and marketing community.

Nick Burfitt, from TNS, said: "SkyView underlines the potential to develop new and complementary techniques in measuring the effectiveness of TV as a marketing channel. Sky have used the SkyView data to identify to advertisers which households are the most responsive to advertising. Once the ‘high responders’ were identified, advertisers 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. The ‘high responders’ represent an attractive group of buyers for FMCG advertisers."

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