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Premier League

BT's Premier League TV Bid Falls Flat

Strategic Insights

— 1 min read

BT's [pounds sterling]30m advertising campaign has failed to attract a significant number of Premier League football TV viewers, with a City analyst predicting the company will sign up only 60,000 new subscribers to its BT Vision service. The low number of additional customers, which will bring the total to 541,000, is a disappointment for BT, which was hoping to make a serious dent in BSkyB's 9.8 million subscribers. The telecoms company's BT Vision service requires customers to use its broadband internet services and TV offer, which may be a deterrent for some viewers.

Key Takeaways:

  • BT's BT Vision service is expected to have 541,000 subscribers, including 481,000 existing subscribers, and 60,000 new subscribers by the end of September.
  • The low number of additional customers is attributed to BSkyB's aggressive marketing campaign highlighting the number of sports channels Sky can offer compared to BT.
  • BT's prices for Sky Sports 1 or 2 on BT Vision are [pounds sterling]36.52 a month, which is more expensive than Sky's [pounds sterling]27 a month and Virgin Media's [pounds sterling]30.99 a month.
  • BT charges customers for broadband internet services and TV offer, which may be a deterrent for some viewers.
  • BSkyB plans to appeal against Ofcom's ruling that Sky must slash the prices it charges rivals to show premium sport.
  • BT signed a wholesale deal with BSkyB for Sky Sports 1 and 2, which has led to increased competition in the market.

Statistics:

  • BSkyB has 9.8 million subscribers.
  • BT's BT Vision service will have 541,000 subscribers, including 481,000 existing subscribers, and 60,000 new subscribers by the end of September.
  • BT Virgin Media's price for Sky Sports 1 or 2 is [pounds sterling]30.99 a month.
  • Sky's price for Sky Sports 1 or 2 is [pounds sterling]27 a month.
  • BT's price for Sky Sports 1 or 2 on BT Vision is [pounds sterling]36.52 a month.

Sources:

  • "BT's £30m ad campaign fails to lure Premier League viewers" ( The Sunday Times )
  • "BT's BT Vision Service to Sign Up 60,000 Customers" ( Execution Noble )
  • "Sky agrees to cut wholesale sports prices after Ofcom intervention" ( The Guardian )

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