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.