With just 1 week to go until the Sky MRG content meeting we are delighted to announce that Jo Osborne, Head of Women’s Sport for Sky Sports, will be joining us for a Q&A to discuss the importance of audience insight and data when shaping a clear strategy to grow and champion women’s sport rights in the UK.
Join us at the Sky HQ campus on Tuesday 15th October to hear from research teams across different areas of one of Europe’s leading media and entertainment companies. Speakers included from Sky Sports, Sky Media & Sky Consumer Strategy PLUS the opportunity to win NOW passes. The event will be topped off with an opportunity to socialise and network in the Sky Cinema foyer.
Date: Tuesday 15th October 2024
Venue: Sky Cinema - Sky Central, Osterley Campus, Grant Way, Isleworth TW8 6QD 🍿
Easily accessible via the Piccadilly Line (the Sky Shuttle bus will pick you up from the station) or a 10-minute walk from Syon Lane overground. Parking also available on request.
Time: 3pm for a 3.30pm start.
Important arrival info:
Please enter via the main reception along Grant Way - easily accessible via the Piccadilly Line (the Sky Shuttle bus will pick you up from the station) or a 10-minute walk from Syon Lane overground. Parking also available on request. Please note you will need to allow time to go through security (approx. 5 mins).
Understanding Women’s Sport Fandom with Sky Sports
The popularity of women’s sport has soared in the last few years and with Sky Sports being the biggest investor in women’s sports rights in the UK we are aiming to continue to that growth through greater audience understanding. In this session you’ll hear about the research we did in collaboration with The Gemba Group to explore who the women’s sports fans are, what they mean to Sky and how they can inform thinking on not just women’s sport fandom going forward, but fans of sport more widely
✨NEW ✨ Mood States 2024: Sky Media research on content viewing behaviour
How does content make you feel? What do you curl up under a blanket to watch when you need to switch off and unwind? What gets you on the edge of your seat, shouting at the TV?
At Sky Media, we have a forensic understanding of audiences and what drives them to the content they love. Over the last year we’ve been working on a brand-new piece of research which builds on Thinkbox’s ‘Need States’ work. In this study, we look at how mood influences content choices and how content influences mood and emotion.
Let’s Get Digital! - Using CFlight to demonstrate the value of short form video in a cross-platform world.
At Sky we constantly strive to ‘believe in better’ and we are excited to share recent enhancements to our cross-platform campaign measurement tool, CFlight, which now includes digital platforms such as YouTube and Sky’s websites and apps. You’ll hear from the team behind this groundbreaking development as they share initial learnings on how short form video can boost campaign reach, and how best to combine them with traditional TV platforms for optimal delivery.
Overcoming Inertia: Driving emotional loyalty and nudging consumers to switch
With so many brands now vying for our attention, consumers are becoming hyper-fatigued by brand communications and actively choosing not to choose. Our aim was to deep dive into inertia, understand what drives it from a behavioural perspective and identify the levers to overcome it. We know that inertia impacts both base retention and acquisition at Sky, so our challenge was two-fold:
1) How can we ensure our customers stay with us for the right reasons?
2) How can we nudge inert prospects to ditch their incumbent providers?