Sky Media, the advertising arm of Sky, has extended its partnership with Regit, the Manchester-based ‘digital garage’ in the face of strong demand and high return rates across the automotive and insurance ad space.
The collaboration combines Regit’s unrivalled insight into the UK’s car owners with Sky Media’s advanced targeting solutions. Together they have proven particularly successful for car and insurance brands looking to reach the right audiences at scale. Campaigns consistently deliver significant measurable uplifts in effectiveness by ensuring ads are seen by the most relevant viewers, in turn driving results and repeat investment.
Key campaign results show Regit-powered targeting delivers twice the effectiveness of other approaches. In one example, an already well-established brand was able to directly attribute 17k incremental visits to its website from the campaign, driving the sales of an additional 37 cars. To celebrate the extension, Regit has commissioned research of over 1,000 motorists.
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It shows that consumer behaviours are evolving:
- Brand Loyalty shifting: Just 9% of motorists say they’d only consider one brand when buying a new car, down from 20% in 2023, signalling that buyers are more open than ever to switching.
- Car ownership is lengthening: The average UK vehicle is now kept for 9.5 years, with 43.4% of cars over a decade old. Nearly half of motorists (46%) say they are more open to keeping their car longer than expected.
- Intent to upgrade remains strong: 60% of drivers plan to change their car by 2027, but many are delaying until the right model or offer, with uncertainty around EVs holding some back.
- Price sensitivity is key: Most drivers are targeting a price range of £10,000–£25,000 for their next purchase. 75% cite cost as the biggest barrier to electric, followed by range anxiety (73%) and growing concerns over resale value.
- Hybrid leads the way: Hybrid has become the most popular choice for drivers’ next car (29%), ahead of petrol (25%) and fully electric (15%), showing consumers are favouring a middle ground while EV worries persist.
The extended partnership comes as the automotive industry undergoes major shifts, with brand loyalty at an all-time low. For advertisers, this creates a huge opportunity to stand out and connect with the right audiences at the moments that matter the most.
“This partnership has delivered incredible impact for advertisers, particularly in the car and insurance categories where relevance and timing are critical,” said Karin Seymour, director of client & marketing at Sky Media. “The unrivalled depth of Regit’s data and Sky’s ability to connect that directly to specific TV customers, means brands can ensure every pound counts and drives results at a time when consumers are more open to switching than ever before.”
Chris Ashton-Green, CEO at Regit, added: “We’re at a pivotal moment for the industry. Brand loyalty has hit an all-time low, the transition to electric is being held back by an information gap and competition has never been fiercer with new hybrid and EV entrants rapidly gaining ground.
“The first phase of our partnership with Sky proved that by combining our data with addressable TV, brands can put the right message in front of the right motorists and achieve far greater value from their spend. Extending the partnership means we can now help more brands connect with motorists at the moments that really influence decisions.”
The extended partnership reinforces Sky Media’s commitment to helping advertisers harness data-driven targeting to drive measurable results, keeping TV as the most effective, engaging and accountable medium for brands.
