Sky goes for mega audience panel



BSkyB has appointed the market information company TNS to run its 20,000-strong research panel, designed to show the benefits of advertising to satellite viewers, according to a report in the Media Bulletin.

The panel is four times larger than the existing Barb panel but is made up purely of Sky's digital satellite viewers. As well as providing more detailed audience viewing data of these viewers, it aims to establish a relationship between viewing habits and corresponding purchasing behaviour by including 7,000 households that are already part of TNS' existing consumer research panels.

These TNS panels, Superpanel, FashionTrak and Impulse provide measurement of the brands purchased by individuals in 30,000 households across brands in a wide range of categories, including FMCGs and clothing.

TNS has been charged with combining the more detailed information about the viewing habits of Sky viewers with their purchasing habits in order to demonstrate the value of its audiences to advertisers.