GMTV ViewBack™ panel continues with SKOPOS market insight 24th May 2006
GMTV have renewed their annual and long term deal with SKOPOS market insight to run their pioneering online viewer research panel “ViewBack™”; a research panel that began on paper some 15 years ago and hence making it arguably the longest running channel specific viewer panel in the UK. GMTV ViewBack™ is now one of the largest media-specific online panels delivering informative and productive research.Following recent recruitment the panel now has 10,000 opt in members recruited via the GMTV website.
Steve Elliott, Head of Research at GMTV says “Our online panel has proved to be a most valuable tool. The expertise of Darren and his team at SKOPOS has helped us to make the most of this new and exciting opportunity. We now have regular dialogue with 10,000 GMTV viewers, enabling us to facilitate their views about programme content.With such a large panel we are able to create split, matched samples that are used to provide data to our advertisers regarding the efficacy of their ad campaigns. The research industry is being revolutionised by the speed and flexibility of the internet as a medium”.
Darren Noyce, Managing Director of SKOPOS market insight, says “SKOPOS are very proud to continue our work for GMTV. The ViewBack panel provides a great platform for us to deliver fast-moving viewer input and insight, and we will continue to provide ideas and innovations to improve this.”
GMTV launched in January 1993 and has gone on to become Europe’s biggest breakfast broadcaster with over 5 million viewers every day.
GMTV’s reputation is a result of their commitment to ensuring their programming offers a diverse content in order to continually entertain and inform its audience members who make up a large cross section of society. GMTV delivers interesting and newsworthy features directly to the viewing public while they prepare for their day. These include human interest stories, the latest news and topical issues for debate, showbiz items with reports direct from Hollywood.
SKOPOS market insight is looking forward to working with GMTV and delivering valuable insight that will inform GMTV’s programming and advertising decisions now and in the future.
