In the UK alone there around 27 million homes with television sets. Over 17 million of these are homes where Freeview is the secondary television platform (i.e these are homes where the primary television service is being provided by satellite or cable) and the remaining 10 million homes are where Freeview is their sole or primary television service. These tend to be older viewers and poorer viewers.
The PBR service will initially be aimed at Freeview viewers although there is no good reason why the technology cannot be used on satellite and cable too. After proving the model in the Freeview marketplace it is the intention to licence the technology for inclusion in cable and satellite STBs, and YouView-style integrated television sets. At this time we intend that PBR will become available in legacy standard definition STBs as a middleware software upgrade broadcast overnight. Discussions are ongoing with various retailers for inclusion of PBR technology in various commodity digital television STBs to be launched shortly.
The overall UK market for PBR is all digital TV sets, which are rapidly replacing the 60 million analogue sets. Even 50,000 homes, with very clear demographic proﬁles, will be attractive to advertisers wanting to avoid wastage, to pinpoint suitable recipients of vouchers, and to test new messages and products – perhaps comparing outcomes in different groups of homes. In theory, there is no limit to the number of homes that could adopt PBR (and even acquire more than one PBR unit per home so that different members of the household create different profiles regarding themselves and hence see different advertisements e.g. adults and children seeing different advertisements in their bedrooms).