BSkyB Audits Web Traffic as Digital Viewers Avoid Ads

20 August 2004

The website of British satellite TV broadcaster BSkyB is set to have its audience traffic figures counted electronically after signing up for the ABC Electronic measurement system (a subsidiary of the Audit Bureau of Circulations).

ABCE will provide audited traffic data to media planners on including a breakdown of page impressions, unique users and access figures for website sections such as Sky News Online.

BSkyB's head of sales, Scott Deutrom, believes the move will "help promote the internet as an effective and accountable marketing communications channel."

  • Meanwhile, there's much food for thought for UK advertisers as new figures reveal that less than a quarter of satellite viewers using BSkyB's PVR service Sky+ actually watch TV ads on recorded programmes.

    James Wildman, executive sales director of sales house Interactive Digital Sales, believes that it's not just down to broadcasters to remedy matters, but ad agencies and the media. He claims "if the ad is good enough, people will watch it".

    Sky+ gives viewers access to Sky programmes as well as providing additional recording features. But these extras also enable ads to be skipped when programmes are viewed. And this could prove increasingly worrying for advertisers as the penetration figures for Sky+ continue to rise.

    Wildman now anticipates an increase in advertiser-funded programming.

    Data sourced from: BrandRepublic (UK) and Media Week (UK); additional content by WARC staff