Sky Sports

Skopos designed a structured pre- and post-campaign testing programme, delivered digitally via online surveys:

• Quantitative approach: Large, representative online samples provided statistically robust measures of awareness, recall, and campaign resonance.
• Central Sky Sports KPIs: Each study tracked the same key measures of brand impact and channel effectiveness, enabling comparability across campaigns.
• Normative database: Results were benchmarked against a database of historic Sky Sports campaign scores, providing clear context on whether a campaign over- or under-performed.
• Viewer feedback loop: Studies served as the primary channel for audience feedback on ad campaigns, ensuring insights fed directly into the commercial sales cycle.
• Scalable design: The programme was set up to evaluate campaigns across a variety of sports, media formats, and audience groups.

The programme gave Sky Sports a clear evidence base to optimise campaign development and strengthen commercial outcomes:

• Established a benchmark definition of success, showing what a strong-performing Sky Sports campaign looks like in measurable terms.
• Identified the campaign elements (creative, placement, messaging) that drove the highest levels of brand cut-through and viewer engagement.
• Enabled Sky Sports to refine future campaigns, focusing investment on the approaches proven to work best.
• Strengthened the ad sales package, providing hard viewer feedback to reassure sponsors and demonstrate the impact of their media spend.
• Created a continuous learning cycle, with each new evaluation adding to the normative database and raising standards for future campaigns.

As a result, Sky Sports was able to both optimise its own marketing effectiveness and enhance the commercial value of partnerships, reinforcing its position as the UK’s premier destination for live sport.