Abstract:

In April 2006, BSkyB commissioned Ipsos MORI to provide an accurate, timely, actionable, and credible media currency for out-of-home sports viewing in Great Britain. A proprietary online panel approach was adopted, to allow weekly reporting to advise advertising sales strategy. This replaced a more conventional telephone interviewing method that had been used previously. This paper will be a case study, highlighting how a flexible approach to online panel creation, management and maintenance was vital in addressing this demanding business issue. The focus will be on the obstacles faced, and the thought processes and actions that led to effective solutions.