SkyView: Deeper insights from a set top box panel

Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment.

SkyView: deeper insights from a set top box panel

Julian DobinsonBSkyB, United Kingdom

INTRODUCTION

Since the first digital set top boxes were launched there has been the possibility of using them to collect data. They have memory and there is a return path. However, so far use has been limited to a handful of experiments around the world. For example, in July 1997 an experiment was run by Next Century Media to download software to collect viewing data from 500 homes in Atlanta. Eighteen months ago Sky took the decision to develop the technology to enable set top box...

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