Sky Boss Admits To Huge Ad Avoidance In PVR Homes

BSkyB’s deputy head of strategy, Graham McWilliam, has revealed internal research by the broadcaster shows a massive 78% of Sky+ customers paying “no attention to adverts,” contradicting the claims of Dawn Airey, managing director of Sky networks, who earlier this year claimed that advertisers have nothing to fear from PVRs.

McWilliam’s comments came in response to Ofcom senior partner, strategy and market development, Ed Richards’ speech to the Westminster Media Forum yesterday. Explaining the impact of PVRs, the Sky boss said: “The latest data we have from our Sky+ tracker is that 78% of Sky+ customers say that, when watching recorded material, they pay no attention to adverts.

“They’ve got control of the programme,” he added, “Why would they?.”

McWilliam’s comments will confirm the fears of many in the advertising industry, which some believe has yet to address the issue of ad-skipping.

Earlier this year saw Dawn Airey making attempts to allay fears over the use of Sky+ at the ISBA annual conference (see

Sky Claims Advertisers Have Nothing To Fear From PVRs

Sky Claims Advertisers Have Nothing To Fear From PVRs

Sky Claims Advertisers Have Nothing To Fear From PVRs Sky Gives Sneak Peak Of HDTV Launch).

Elsewhere, cable heavyweight Telewest is continuing development of its own PVR platform, with a system similar to Sky+ threatening cable broadcasters in a similar fashion (see Telewest Targets Sky With PVR Set-Top Box).

Sky: 08702 40 40 40 www.sky.com