BT Sport's first season kicks it out of the park | News | Marketing Week: In less than the year since its launch, BT Sport has not only exceeded viewing figures and financial expectations but also provided the added bonus of boosting brand perceptions across BT’s entire consumer product portfolio, the company claims. But BT must ensure it keeps up the marketing pace next season to grow its appeal beyond eager sports fanatics while finding new ways to monetise its core audience.
Financial payback
Earlier this week BT credited the 1 August launch of BT Sport – now available in more than 5 million UK households - for helping its consumer division post its first yearly growth in revenue in more than a decade.
BT’s decision to offer Sport for free to broadband customers – an offer it will continue into next year – helped drive its share of the broadband market, up from 50 per cent of new broadband signups in the quarter prior to launch to 79 per cent thereafter. In the most recent quarter (the three months to 31 March) BT added 170,000 new broadband customers, while rival Sky posted 70,000 broadband additions in the same period.
Financial payback
Earlier this week BT credited the 1 August launch of BT Sport – now available in more than 5 million UK households - for helping its consumer division post its first yearly growth in revenue in more than a decade.
BT’s decision to offer Sport for free to broadband customers – an offer it will continue into next year – helped drive its share of the broadband market, up from 50 per cent of new broadband signups in the quarter prior to launch to 79 per cent thereafter. In the most recent quarter (the three months to 31 March) BT added 170,000 new broadband customers, while rival Sky posted 70,000 broadband additions in the same period.