BSkyB spent almost pounds 50 million on above the line advertising in the year May 1998-April 1999, according to data from MMS/Mediapolis, massively outspending rivals ONdigital whose expenditure came in at pounds 16,932,415. BSkyB’s pounds 49,081,086 expenditure helped grow the overall media spend from the broadcast sector by a massive 63 per cent, compared with the same period a year earlier.

BSkyB launched its digital service in October 1998, followed a month later by ONdigital. According to media sales house Mediapolis, the broadcast sector was especially buoyant during this period describing the activity as "a deluge of new channels and platforms [leading] to a major increase in [advertising]."

Mediapolis’ data states that Flextech’s spend was up 30 per cent, GSkyB’s up 127 per cent, Channel 4 up 70 per cent, Channel 5 up 35 per cent. Even the avowed non-commercial BBC has spent an extra 52 per cent, mainly in out-door and cinema advertising.

The report suggests that the current timetable, thanks to on-air advertising from Open… plus the normal pre-Christmas activity from BSkyB and ONdigital can only see last year’s records broken.