TNS has worked with Sky on the project since its launch in 2005. The agency describes it as the first audience measurement system to use set-top box data collection and return-path technology.

BSkyB uses the panel to better understand subscriber preferences and the use viewers make of its digital services, such as time-shifted viewing via Sky+, video on demand and interactive services which are accessed through the ‘red button’.

Julian Dobinson, research director at BSkyB, said: “We’ve realised considerable value across the business since appointing TNS Media Research in 2005.

“As the in-home entertainment environment becomes more complex and competitive, and our subscribers become more discerning, we need to understand exactly where our customers are enjoying value across our platform. This insight helps shape our business so that it delivers against the demands and expectations of our customers.”