“Different ads can be shown to different households watching the same programme. This means brands and businesses can now advertise on national channels, but to relevant audiences. Households can be selected based on factors such as age, location, life style or even if they have a cat! The data is derived from a combination of Sky’s own customer data and information from consumer profiler experts such as Experian. By allowing advertisers to cherry-pick their audiences the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small & medium-sized businesses (SMEs) and location-specific advertisers.”