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...