BSkyB spends £1.22bn on marketing in pursuit of 10m customers

BSkyB’s spent £1.22bn on marketing in its last financial year as it stepped up its battle for dominance in the pay-tv, broadband and telephone markets it operates in.

Sky

The media company’s marketing outlay – which likely covers areas including ad spend, PR and comms, research and innovation – increased by £105m over the 12 months to 30 June, 10% up on the £1.11bn spent a year earlier.

BSkyB spent heavily on advertising to push its Sky HD offer and pay-TV additions such as Sky Atlantic in the year. Its exclusive coverage of England’s victorious Ashes series in Australia was also advertised extensively.

It also took rival BT to task with a long-running campaign aimed at wooing BT customers.

As a percentage of the revenue, marketing costs totalled 18.8%, down from the 19.5% registered earlier, suggesting money was more efficiently spent.

Full-year revenue increased 16% to £6.6bn, up from £5.7bn a year earlier.

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