Magazine article Marketing

Squarial Conversions Hide Satellite Slump

Magazine article Marketing

Squarial Conversions Hide Satellite Slump

Article excerpt

Satellite dish sales in October and September -- already below expectations -- have been inflated by thousands of former BSB viewers who traded in their squarials for Astra dishes, Marketing has learned.

Some industry insiders estimate that only 10,000 new satellite homes were added last month. Continental Research chairman John Clemens, who runs a monthly satellite monitor, admits that around 15% of October's 71,000 sales is made up of people converting from BSB to Astra kit. But he claims that fallout was also a factor in the low rate of increase.

In spite of the artificial boost to the figures from squarial conversions. Continental Research's satellite monitor showed October's figure already down 30% year-on-year.

The news will be a major blow to BSkyB, which was confident that its |pounds~304m Premier League soccer deal and |pounds~5m advertising campaign would create a massive surge in dish sales. The satellite operator Astra has also itself begun advertising in several TV regions. …

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