London, 19 June 2008 – Leading media researchers TNS will deliver cutting-edge insights on how to make TV more accountable as an advertising channel, in one of the keynote addresses to be delivered at the annual Audience Measurement Symposium in New York next week.
TNS and BSkyB will take delegates through the development of SkyView – an innovative research panel which has been tested over the last three years. For the first time, this panel allows major FMCG advertisers to refocus their TV buying strategies to optimise sales effectiveness – resulting in a leap forward in demonstrating advertising accountability.
Delegates at the event, hosted by The Advertising Research Foundation (ARF) and carrying the theme of ‘Audience Measurement 3.0’, will listen to a comprehensive account of SkyView from Nick Burfitt, Global Director of RPD Services with TNS Media Research, and Julian Dobinson, Insight Director, Content with BSkyB – which operates the UK’s largest digital pay television platform. They will examine the impact the SkyView service has had on Sky’s advertisers since its launch – delivering some key insights for those considering means for improving their own advertising accountability.
SkyView is a TNS television audience panel comprising 33,000 homes which measures viewing data captured in the set-top box and reports daily up to a second-by-second level. Some 7,000 of these homes are also members of TNS Worldpanel, in which members of the public record their purchases of food and household products using hand-held bar scanners. This single source of representative viewing and purchasing data delivers critical insights to the advertising and marketing community.
Nick Burfitt, from TNS, said: “SkyView underlines the potential to develop new and complementary techniques in measuring the effectiveness of TV as a marketing channel. Sky have used the SkyView data to identify to advertisers which households are the most responsive to advertising. Once the ‘high responders’ were identified, advertisers could then go on to examine their viewing patterns and thus find ways in which advertising could be more effectively targeted at the most responsive buyers through a better use of dayparts, channels and programmes. The ‘high responders’ represent an attractive group of buyers for FMCG advertisers.”
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About the Audience Measurement Symposium
The ARF Audience Measurement Symposium is a two-day industry-leading event with speakers from a range of market-leading companies such as YouTube, Microsoft, ABC, ESPN and Ford. With the theme of “Catch Me If You Can”, the conference will examine how audience measurement can reflect the increasing complex behaviour of digital media consumers.
TNS is a platinum sponsor of this event, which will be co-chaired by Richard Marks, Global Head, TNS Media Research, and Paul Todd, Product Management Director at Google. Two additional speakers from TNS are:
- George Shababb, COO of TNS Media Research North America, co-presenting a paper with Helen Katz, SVP of Starcom MediaVest Group, entitled “From Data Evolution to Audience Revolution.”
- Matthew Brosenne, Business Development Director, CSM Media Research (a TNS joint venture) in China, who will be discussing how media sponsors can drive Return on Investment from the Olympics, and how the 2008 Beijing Olympic Games may be the most critical commercial sporting event in recent history.
To find out more about the ARF’s Audience Measurement Symposia 2008 please visit http://www.tnsglobal.com/ or http://www.thearf.org/assets/am-08.
About TNS Media Research
TNS Media Research provides internet, TV, and radio audience measurement worldwide. The expertise and technology of this international operation supports audience services in over 30 countries, including Canada, China, Russia, Spain, the UK and the US. TNS is at the forefront of the latest technique on digital audience measurement, involving set-top box Return Path Data.
TNS Media Research is part of TNS, the global market insight and information group.
About TNS
TNS is a global market information and insight group.
Its strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.
TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improves understanding of consumer behavior.
TNS is the world’s leading provider of customised services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management, Retail & Shopper and Customer Intelligence. TNS is a major supplier of consumer panel, media intelligence and audience measurement services.
TNS is the sixth sense of business™.
For more information about TNS, please visit http://www.tnsglobal.com/
