BSkyB customer acquisition rate 'fastest for five years' but churn stays level
LONDON - A high volume DM campaign helped satellite broadcaster BSkyB add 124,000 subscribers in the past three months. The results follow a heavy marketing schedule including door-drop, inserts and poster promoting BSkyB's high-definition TV service.
The results reflect a recession-driven shift by consumers to home entertainment, encouraged by BSkyB cutting the cost of its HD set-top box by two-thirds to £49 in January.
BSkyB’s customer base now stands just over 9.4 million, bringing it closer to achieving its target of 10 million subscribers by 2010.
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The company’s profits in the year to 30 June were £259m, compared to a loss of £127m a year earlier.
But while new customers are signing up to BSkB at the fastest rate for five years, customer churn remained broadly level at 9.9 per cent.
Less successful too has been the company’s efforts in cross-selling home telephony and broadband to existing TV customers. So far, just 16% of Sky's 9.4m homes take all three services.
In BSkyB’s financial year as a whole, which culminated at the end of June, 462,000 new customers were added.
High definition TV: promoted via door drops and inserts
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Comments
Rob Precious - 30/07/2009
That is very impressive acquisition in a tough climate. Does anyone know which agency were used to produce the campaign?