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