The plot thickens; wires are crossed in the form of mixed messages, BT and SKY Sports competitors become allies and then competitors again in the same day. At the same time Virgin Media is dragged into the ongoing sports-package rivalry bout...WHAT IS GOING ON?!
Round 1: The battle for TV sports customers started on May 9th when BT Sport launched a £100m+ campaign, executing 1,132 press ads within 33 days.
Round 2: SKY Sports then hit back with a series of direct competition ads and big budgets to boot.
Round 3: David Beckham is brought in as the trump card to endorse SKY Sports.
Now, we're into round 4 and the ad battle has escalated to the point of confusion. SKY has fired a broadside across the BT's bows, by guaranteeing the best price for both packages, whereas BT has countered stating you can only get BT Sport through BT:
Who to believe?!
Furthermore, Virgin Media and ESPN have unwillingly been thrown into the ring too with another message contradictory to that of the previous SKY Sports ad:
Very confusing for potential customers and it seems the only beneficiaries are the media owners.
At least SKY and BT can't be criticised for rolling out the same creative throughout the whole campaign.
Lets see what happens next!
#PurePoint
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