A pint of lager and panel membership: measurement of out-of-home TV viewing
SkyMedia, BSkyB, United Kingdom
Mediaminds, Ipsos MORI, United Kingdom
BACKGROUND AND INTRODUCTION
BSkyB is the leading subscription TV provider in the UK. As well as providing in-home services, BSkyB provide sports programming for out-of-home viewing via a dedicated channel which carries advertising. While dominant in this market, it is an increasingly competitive environment, in particular from a relatively new entrant to the TV market in Great Britain, Setanta sports, a TV content provider who have recently secured Premiership football rights in Great Britain. In addition to the challenge from content providers the increased proliferation of digital TV platforms; BT Vision, TV via the Internet and mobile phones make the British TV viewing market place increasingly fragmented and competitive. Securing and building advertising sales revenue for this medium is a key business challenge, demanding a data source for media planning purposes.