This morning’s news that Jeremy Hunt is prepared to clear the News Corp/BSkyB merger signals exciting new potential for us as data led media planners.
Both News Corp and BSkyB are both capable of, and interested in, generating consumer data for advertisers.
They either have (in the case of Sky) or are creating (in the case of News) subscriber relationships that allow them to create a rich depth of data on consumer behavior. They are investing in teams and tools that enable the utilization of said data.
What is really interesting is that we will potentially have access to single source data, allowing us to track consumers as they move from the emotional environment of broadcast to the more rational environment of “print”. We know from single source media research tools like Touchpoints that these journeys are crucial in improving media schedule effectiveness. This merger may eventually allow us to replicate that at data rather than survey level.
Mike Colling
Managing Director
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