Sky Completes First ABCe Website Audit
BSkyB has completed its first ever ABC Electronic audit, delivering accountable traffic figures for its portfolio of websites for the three months to August.
The ABCe certificates, issued for June, July and August, provide numbers of unique users and individual page impressions. The figures reveal that Sky.com consistently reaches 5.5 million to 6 million unique users, generating around 160 million to 225 million page impressions per month.
Commenting on the data release, Scott Deutrom, head of sales at BSkyB, said: “ABC Electronic’s regular traffic audits of Sky’s websites demonstrate BSkyB’s commitment to helping promote the internet as an effective and accountable marketing communications channel.”
He added: “Our advertisers can be sure they’re making a sound investment in Sky.com and its news and sport sites, and monthly data enables them to monitor the sites consistency in reaching a wide audience.”
The number of publishers with audited websites and e-publications has grown substantially recently, with the Guardian‘s online presence, Guardian Unlimited, agreeing to be audited, as well as several electronic editions of printed publications (see ABC Electronic To Start Auditing E-Publications).
Richard Foan, managing director of ABC Electronic, predicted further growth in the take-up of verified online audience measurement. He said: “I am sure that more sites will follow BSkyB’s example and commit to regular ABCe certification as ad spend continues to grow at a rate of 76% year on year. This will continue to help grow online’s share of the marketing budget.”
He added: “BSkyB is following an excellent example to the market set by Guardian Unlimited by delivering regular audited traffic figures. Media buyers and advertisers are now expecting this data monthly, and can see that their investment on Sky.com and its sister sites, is delivering based on regular industry standard data.”
Earlier this year ABCe launched several free briefing sessions in Glasgow and Edinburgh in an attempt to boost growth in internet advertising in Scotland. The briefings followed events held in January which proved popular amongst planners and buyers and featured speakers from some of Scotland’s largest online media buying companies (see ABC Electronic To Foster Web Spend With Free Briefings).
Sky: 08702 40 40 40 www.sky.com
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