Challenge
Sky Deutschland is part of the Sky Group, a subsidiary of Comcast, one of the largest broadcasting and cable television companies in the world. Kantar has been working with the team at Sky since 2013 to process the operator data from set-top boxes via the return path. This has delivered granular insight into subscriber viewing behaviours.
Sky Deutschland needed an integrated understanding across all data sources of the performance of its content, but the data sources in place sat in different silos. The company wanted to unlock the value of all its data to deliver integrated insights that present a complete view of its audience.
Approach
Our TechEdge team developed a bespoke integrated reporting software package, bringing together linear TV ratings from Sky’s own subscriber viewing data, video-on-demand data (Sky Go) and the company’s out-of-home service, all consolidated into one system and easily analysed alongside each other.
Insight
The tool provides Sky with a new view on programmes and is used across the organisation on a daily basis to support decision-making. The range of data sources brought together provides a realistic and comprehensive view on viewing and viewing behaviour, with TechEdge AdvantEdge software already used in multiple departments across Sky internationally.
Sky and TechEdge work together to adjust the AdvantEdge software to Sky’s ever-changing product portfolio, feeding data from a variety of sources into the system and developing algorithms to fill possible gaps.
Impact
The integrated tool helps Sky to track the ongoing shift from traditional linear broadcast TV to on-demand platforms, and to offer the best balance of linear and non-linear products accordingly.
The data is updated overnight, enabling Sky to pull together viewing information on individual programmes and analyse it on comparable KPIs.
Sky and TechEdge will continue to partner to ensure that insights of wider data sources are easy to access in an integrated way.