Sky Interactivity Findings

Sky has released a taster of the findings from its 33,000 strong Sky View panel at the third annual Interactive TV Advertising (iTV) show this week.

Over the past year, the Sky View panel (see Sky View To Launch By End Of 2005) have completed questionnaires about job, income and interests, as well as having a set-top box attached to their Sky box to monitor their behaviour, including whether interactivity within the ads has been used.

Speaking at the iTV show at the CBI in London, Rob Leach, head of interactive services and commercial partnerships at BSkyB, revealed that the average viewer spends an incredible two minutes and 42 seconds watching an ad, once they have been induced to interact. This is over five times longer than a viewer would watch a normal linear ad.

Leach claimed that: “The Sky View’s panel of 33,000 is more statistically relevant than the BARB sample of 5,000, and it is better able to analyse the results of interactive advertising.”

Potential advertisers will be able to see more detailed results which, for the moment, are being kept under wraps.

Sky: 08702 40 40 40 www.sky.com