Sky Looks For Increased Revenues From Research Lever

Reports this morning have claimed Sky Media is attempting to boost the advertising share of its channel portfolio by denying access to the forthcoming Skyview research programme, unless media agencies shift their budgets away from ITV1.

The allegations, made by MediaWeek, state that Sky Media has told media agencies that access to the results of the Skyview panel survey will only be granted with the transfer of a “certain percentage” of adspend from ITV to Sky.

The Skyview survey will cover 20,000 Sky customers, with TNS data on spending habits linked to around 5,000. The programme is expected to launch before the end of the year, with the satellite giant planning to release the first set of data on exactly how many people press the red button (see Sky View To Launch By End Of 2005).

Sky has reportedly teased media agencies with selected data from the panel during recent presentations, although to date no full-scale data has been released. Sky were unavailable for comment this afternoon.

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