Sky Media has extended its partnership with digital garage Regit – formerly Motorway.co.uk – which has seen the firm combine its data insight with Sky’s addressable TV to target automotive and insurance advertisers.
In the first phase of the deal, launched in October 2023, it is claimed Regit-powered targeting delivered twice the effectiveness of other approaches. In one example, an already well-established brand was able to directly attribute 17,000 incremental visits to its website from the campaign, driving the sales of an additional 37 cars.
To mark the extension of the partnership, Regit has commissioned research of over 1,000 motorists, which shows that consumer behaviours are evolving.
In fact, just 9% of motorists say they would only consider one brand when buying a new car, down from 20% in 2023, signalling that buyers are more open than ever to switching.
Meanwhile, the average UK vehicle is now kept for 9.5 years, with 43.4% of cars over a decade old. Nearly half of motorists (46%) say they are more open to keeping their car longer than expected.
In addition, intent to upgrade remains strong, with 60% of drivers planning to change their car by 2027, but many are delaying until the right model or offer, with uncertainty around EVs holding some back.
Most drivers are targeting a price range of £10,000-£25,000 for their next purchase. Some 75% cite cost as the biggest barrier to electric, followed by range anxiety (73%) and growing concerns over resale value.
Hybrid has become the most popular choice for drivers’ next car (29%), ahead of petrol (25%) and fully electric (15%), showing consumers are favouring a middle ground while EV worries persist.
Sky Media director of client and marketing Karin Seymour said: “This partnership has delivered incredible impact for advertisers, particularly in the car and insurance categories where relevance and timing are critical.
“The unrivalled depth of Regit’s data and Sky’s ability to connect that directly to specific TV customers, means brands can ensure every pound counts and drives results at a time when consumers are more open to switching than ever before”
Regit chief executive Chris Ashton-Green added: “We’re at a pivotal moment for the industry. Brand loyalty has hit an all-time low, the transition to electric is being held back by an information gap and competition has never been fiercer with new hybrid and EV entrants rapidly gaining ground.
“The first phase of our partnership with Sky proved that by combining our data with addressable TV, brands can put the right message in front of the right motorists and achieve far greater value from their spend. Extending the partnership means we can now help more brands connect with motorists at the moments that really influence decisions.”
Related stories
Data-driven TV ads to turn up the volume as linear falls
Screen time: TV remains powerhouse for targeting Brits
Clients offered greater CTV insight in Neilsen upgrade
Nielsen offers cross-platform YouTube measurement tool
New action plan to unlock growth in data-driven TV ads
Isn’t it time your brand was tuning in to connected TV?
Be the first to comment on "Sky revs up deal with Regit for data-driven TV boost"