More than half a million Premier League viewers are omitted from BARB figures, according to Sky TV – the 528,000 people who watch the games in pubs and other venues which are not included in BARB’s viewing criteria.
The study, carried out by Continental Research, could have a favourable effect on advertising, being an attractive proposition for alcohol advertisers. Agencies are not as impressed by the findings as Sky may hope, however, claiming that pub viewing is not very effective in terms of advertising. Sky has been asked to conduct further research on the topic.
Source: Media Week w/e 20/11
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