BSkyB is set to boost the number of interactive TV ads it offers clients after revealing audience data showing that 93% of its subscribers pressed red in the first half of 2006. The findings of its Sky View audience measurement panel—which measures the viewing habits of 20,000 Sky homes—are likely to stimulate interest among advertisers in Sky's dedicated advertiser location (DAL) format.
Last month Sky said it would provider advertisers with detailed audience data during each week of a DAL campaign including frequency of visits, average time spent interacting with a DAL, and a profile of Sky homes pressing red.
Sky said just under 69% of its subscribing households used its interactive TV facility in June alone. On average each of the 10 interactive advertising campaigns was accessed by 200,000 households with Carlsberg's DAL coming out on top with 429,000 homes viewing the interactive ad (equivalent to a 1.5% response rate). Sprite's interactive ad was seen by 308,000 households and Volvo's iTV ad attracted 303,000.
On average viewers spent 136 seconds interacting with a DAL.
Lovelace Consulting | 06.09.2006