Sky brand perception recovers after News Corp bid pull

News Corporation’s decision to pull its bid to take full control of BSkyB has had a positive impact on perception of the broadcaster’s brand, according to YouGov data.


News Corp pulled out of its bid to acquire the 61% of Sky it does not already own on 13 July following the phone hacking scandal that forced the closure of its Sunday tabloid News of the World.

News coverage in the wake of the decision that highlighted the connection between BSkyB and News Corp dented perception of the former’s brand and reputation.

Two weeks on, however, Sky’s brand perception has recovered as the two are decoupled.

Sky’s reputation – the measure of people that would recommend the company as a good place to work – recovered to 6.2 yesterday (28 July), from a recent low of -3.5 on 18 July.

Its Index score – an average of measures including impression, quality and satisfaction as well as reputation- climbed to 2.1 from -0.4 on 14 July.

The company’s Buzz – the measure of positive or negative things said about the brand – albeit still negative, has recovered slightly to -18.2 from 20.4 on 18 July.

Sky will be hoping that James Murdoch’s role as chairman, he holds the same role at News of the World publisher News International, does not damage perception.

The company’s board voted unanimously to keep him as its chairman yesterday.

BSkyB has today reported a 16% increase in full-year revenue.

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