BT Sport - measuring success

3 October 2013

Although it is early days, BARB audience data already supply useful insights into the potential impact of BT Sport on the acquisition and retention of BT broadband customers and take-up of BT Infinity

Now entering its third month the very heavily publicised BT Sport has made a relatively good start in Sky households compared with its predecessors Setanta and ESPN, but less of a difference in DTT households, where getting BT Sport on BT TV is not straightforward

However, BT is still very much the junior player in a duopolistic mature market for premium sport, which we do not expect to grow significantly even if the premium sport is being given away

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