The strength of the Sky brand continues to be a major factor in the success of the Company, helping to drive both acquisition and customer loyalty.
We have far greater brand awareness than any of our rivals, and with 93% of people recognising the Sky name, we are known by virtually the entire population.
Over the last couple of years our marketing has established Sky as the leader in entertainment. Led by the successful 'what do you want to watch?' campaign, 76% of our customers now rank us first on this measure and four times as many potential customers rate us as the leader in entertainment versus other pay-TV providers.
A further measure of brand strength can be found in the levels of trust shown by our customers, and their willingness to recommend us. At 74% we have a higher level of trust than other pay-TV companies, and an incredible 96% of Sky+ customers would recommend us to their friends.
As the world of home entertainment and communications evolves and converges, the strength of the Sky brand will be instrumental in our success. Research into the broadband sector prior to the launch of Sky Broadband revealed that a strong determining factor is the strength of a company's brand. In a sector with hundreds of different companies, consumers want the reassurance of a well known brand, and they immediately place Sky alongside the other major broadband providers. Thanks to our consistent track record, consumers are confident that Sky Broadband is going to be a market-leading product delivered in the unique Sky style.
Two years ago we embarked on a journey to establish Sky as the nation's number one entertainment choice, in a bid to attract both new customers and establish a deeper and stronger relationship with current ones. We've come a long way now, and we're seeing how the strength of our brand is helping to convince increasing numbers of households across the UK and Ireland that Sky will give them the best entertainment and the right technology for the home of the future, and all from a company they know they can trust.
