Sky Media new insight chief to ramp up data-driven TV

Sky Media has vowed to step up its data-driven strategy with the appointment of Thinkbox chief Matt Hill as its new director of insight and measurement as the battle to turn TV into the primary digital platform intensifies.

He will start the role in February, succeding Lucy Bristowe, who left earlier this year to be CEO of Kantar for the UK and Western Europe; Hill will be responsible for all Sky Media’s measurement, research and insight teams and programmes.

With over 20 years’ experience in media, he brings a wealth of expertise to Sky. As research and planning director at Thinkbox for the past decade, Hill spearheaded numerous groundbreaking and award-winning research initiatives that it is claimed have had a major influence on the TV and advertising industries.

Prior to Thinkbox, he was head of planning and insight at Channel 5, having previously worked at Virgin Media and entertainment industry research firm Attentional.

Under his leadership, the Thinkbox team was instrumental in leading the collaboration among broadcasters that resulted in the wider adoption of CFlight measurement tool, the UK’s first unified TV advertising metric that captures the vast majority of live, time-shifted and on-demand commercial impacts and impressions across all viewing platforms.

Originally created by NBCU in the US, CFlight was adapted for the UK marketplace by Sky and is now a joint initiative between Sky Media, ITV Media and 4 Sales. CFlight enables media buyers to see the overall advertising exposure is for their TV campaigns, notably reach and frequency metrics.

Hill also led the team that designed, authored and delivered the Thinkbox ‘TV Masters’ training programme that has now been completed by over 6,000 media professionals.

He will report to Sky Media managing director Brett Aumuller, who said: “Matt’s impressive track record and passion for research and measurement will be invaluable for the team and our customers as we continue to innovate and lead in this rapidly changing landscape.”

Hill added: “After ten years at Thinkbox, it’s now time for the next chapter in my career. I’m delighted to be joining Sky Media, which has been the driving force behind the evolution of TV since its inception.

“With measurement and insight at the forefront of industry debate, I’m looking forward to working with the Sky team and their wealth of data, with the ambition of sitting at the centre of the progress the TV industry is going to make in this space.”

As well as developing CFlight for the UK market, Sky Media’s insight and measurement strategy has led to the introduction of its 4 million-household viewing panel, and the recent introduction of the ADsorption Index to advance the conversation around attention.

Sky Media data-driven new advertising solutions include digital partnerships with TikTok, Global and Lab-Bible, a “CFO friendly” effectiveness tool, and a £1m ‘Generation Arts’ initiative.