ITV Extends Viewback across All Daytime Shows

UK television broadcaster ITV has commissioned custom panels specialist EasyInsites to expand its 'Viewback' panel to cover all its daytime shows, including Daybreak, Lorraine, Loose Women and This Morning.

Launched in 2009, the Viewback research panel was initially designed for breakfast TV station GMTV, with viewers given the option to register while watching the programme.

As part of the expansion, EasyInsites will now use Viewback to source from and represent viewers who watch a wider variety of ITV programmes.

In addition, the panellist web site will be re-branded to show the various ITV daytime programmes now included, and the profiling will be revised to encompass information required on the viewers watching these shows. The panel will continue to be used by ITV for both advertising and programming research.

Anna Spencer, Commercial Research Manager at ITV, comments: 'We have used this panel very successfully over the years to support our advertisers investments in our Daybreak and Lorraine programmes, and we look forward to applying this same approach with our advertisers across all of our daytime programming.'

Web site: www.easyinsites.com .