BSkyB customer acquisition up driven by five-fold rise in marketing spend
BSkyB says it added 94,000 more customers to its subscriber base in the three months to the end of September, fuelled by successful direct marketing strategies and a demand for high definition services.
BSkyB said it had spent an extra £50m this year on marketing HD alone, increasing its spend to £245m.
Revealing a first quarter pre-tax profit of £279m, and a 10% increase in revenue to £1.38bn in the three months to the end of September, the broadcaster now has more than 9.5 million customers for the first time in its history. The rise in subscriber numbers represents an 8% increase year on year.
The strong demand for Sky+HD was driven by a heavy poster, direct mail and door drop campaign, with 287,000 net additions. This is a threefold increase on the prior year, with the service now reaching 1.6 million households.
Demand for HD channels was also helped by a reduction in the cost of an HD box from £150 to £49 earlier this year.
As featured in Marketing Direct.
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