sky introduces itv alternative to barb

Sky is to provide interactive TV advertisers with detailed information on their red button campaigns thereby bringing accountability to iTV campaigns

The initiative will provide a boost to iTV advertisers after TV ratings company BARB revealed that it won't start measuring interactive TV viewing until the first quarter of next year at the earliest.

From now on all iTV advertisers using Sky's DAL (dedicated advertiser location) format will receive a comprehensive 'SkyView' report outlining the results of their more sophisticated red-button campaigns as well as impulse –response promotions.

The 'Sky View' report will contain information on the numbers of households visiting DAL during each week of the campaign, a profile of those pressing red and a breakdown of interactions by daypart and day of the week. It will also supply advertisers with a range of viewer lifestyle statements and information on the average amount of time spent interacting with the DAL.

The sky view panel automatically tracks the behaviour of digital satellite viewers in 20,000 households across the UK. This is more than 4 times larger than the current BARB audience panel.

Source: Sky.com

What this means to you is that advertisers can be more confident in the direct response capabilities of television advertising and as a whole interactive television will be more accountable than ever before.

For More information on any of the above call the media team on 020 7519 3100 or email media@orchestra-agency.com