In 2011, BSkyB (British Sky Broadcasting Group) consistently ranked as the top display advertiser in the UK. In Q4 2011 alone, BSkyB accounted for over 4.4 billion ad impressions, nearly double the amount for BT Group (over 2.4 billion). In Q3 2012, however, BT Group seized the lead with nearly 2.6 billion ad impressions compared to BSkyB’s 2.4 billion.
In the past year, BSkyB’s display ad impressions have gone down by 62 percent from 3.9 billion in Q3 2011 to 2.4 billion in Q3 2012, suggesting a possible downshift in the company’s display advertising strategy. Virgin Group shows similar results, with ad impressions remaining fairly consistent throughout 2011 and early 2012 at approximately 3 billion, going down to 2 billion in the third quarter.