BT’s student ad series shows broadband rivals Virgin and EE how to switch on – Brand Index
The battle to dominate the home broadband market continues unabated, with the main industry players going to ever increasing lengths to ensure that they win the hearts and minds of consumers. Here, I assess three of the main protagonists in the sector: EE, Virgin Media, and BT.
The market is changing rapidly due to technological advances, and each company is keen to say they are the fastest and provide the best value. It is the advertising market in which the companies invest so much. All three providers have had recent high-profile campaigns, often celebrity-backed, to aid their cause and memorability. Kevin Bacon atop a Blackpool roller coaster for EE and David Tennant in a clapped-out Reliant Robin for Virgin for example.
YouGov BrandIndex data can suggest which firm had the most effective campaign over a given period. YouGov’s Ad Awareness metric indicates whether a person has seen an advert, within the past two weeks. BT has the highest average score since April (24.1). Its strategy – using the same three students in a series of adverts, creating a storyline – hit home with consumers.
Over this period, Virgin Media achieved an average of (21.0), at their highest peak in late June, they overtook BT, before the roles were reversed. EE has a much lower rating. They saw a rise from late May, peaking in mid-June, but their rating falls below their rivals, with an average of 14.0.
No doubt we will now see more high profile names attributed to each provider in an attempt to steal a march in the ongoing broadband battle.