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Broadband market growth outstrips forecasts
Sky and BT saw their broadband advertising campaigns pay off in the final three months of 2010 with increases in customers.
According to a study by analyst Enders, 397,000 customers signed up for broadband deals in the UK during the last three months of the year, reports City AM.
This was ahead of some forecasts by around 100,000 people, which the organisation put down to a number of factors.
Most prominent were the advertising campaigns run by both Sky and BT, which helped the former company add 204,000 customers and BT bring in 188,000 new clients.
Further causes for the unexpectedly high level of uptake were said to include the bad weather in December, as well as some mobile-only households returning to broadband packages.
The government is hoping to encourage further broadband take-up in the UK, spending £530 million in the next four years on rolling out superfast services to various areas of the country.