The box in the corner of the room still delivers unparalleled value to advertisers. However, the value of "beyond the spot" advertising becomes clearer each day.

 Advertisers need to consider how their traditional TV campaigns can be augmented. The following example illustrates why...

 Mad Dogs recently transmitted on Sky1 on 10th February at 21:00. It attracted a linear audience of 817k.

 In addition, the show was available across a multitude of platforms:

• Sky+ viewing
• Sky Anytime
• - Sky Player

 When looking at all platforms in the 7 days following transmission - the actual audience was 2.2m.

• 817k linear
• 796k on Sky+
• 587k on Sky Anytime and Sky Player.

 What about fast forwarding?

Anything fast forwarded on Sky+ and Sky Anytime is free to advertisers.

Sky Player is pre-roll and can't be fast-forwarded.

 Pre-roll activity will supplement a TV campaign. No matter which method viewers decide to watch their favourite shows, MEC can help your brand can reach them.