As I said before (and I could be wrong) the benefit that Sky have is that they advertise one PPV across 50 channels, I don't think ITV ever advertise on Sky channels do they, so would they be advertising to a larger audience than Sky do?
I mean what percentage of the UK watch channels that Sky provide? I'm pretty sure that even a large portion of the freeview channels promote Sky don't they?
again I could be wrong as I don't watch all that much TV
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