Targeting ad responders

In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), they identified households of 'ad responders'.

Targeting ad responders

Andrew Roberts and Lucy Bristowe

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

Of these homes 6,000 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 (see Figure 1).

Figure 1: Skyview panel

By way of a challenge...

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