Continental Launches Digital Audience Research Service
Continental Research has launched a digital audience research service which will provide data for the specialist satellite channels and radio stations that broadcast on the Sky digital platform. Launched yesterday “Specialisting” is designed to work alongside BARB and RAJAR data, giving detailed audience profiling and the opportunity to carry out ad hoc research surveys in Sky Digital homes.
David Chilvers, director at Continental Research, said: “This is a major development for the media industry’s audience research data. We can detail everything from household income to pet ownership, supermarkets used to newspapers read. Audience data is the lifeblood for advertising sales for TV and radio stations. Whilst BARB and RAJAR provide detailed data for the main satellite channels and terrestrial radio stations, until now there has been an absence of detailed audience profile data for the specialist digital TV and radio stations.”
Specialisting will profile recent viewers and listeners, along with overall audience data for the 80 specialist TV channels and 50+ radio stations on Sky Digital, giving a profile report for each station and channel covered. It will also be possible to commission specific research into individual channels.
The data used is based on postal surveys completed by 14,000 adults aged 16 or over and living in Sky Digital homes sourced from Continental Research’s Million Plus Panel. The questionnaire has been matched back to the panel to assemble profile reports including demographic, lifestyle and selected product data. The data is also indexed against all adults in Sky Digital homes and all UK adults, to show the audience differences for any given channel or station.
Continental Research: 020 7490 5944 www.continentalresearch.com
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