| answer text |
<p>Based on DCMS insight and research the Government concluded that an advertising
campaign would promote a greater take up of superfast broadband. For the areas to
be covered by the Government's phase 1 Superfast Broadband Programme, we estimate
that up to a further £120m will be generated for investment in further coverage for
every 10 percentage point increase on the programme's 20% take-up baseline. <ins class="ministerial">The
quicker people take up services in the areas delivered with public funding, the quicker
funding is returned for reinvestment by the supplier; we therefore launched an £8
million national marketing campaign to raise awareness.</ins></p><p>The budget for
the campaign was based on evidence of previous government campaigns to reach the optimum
amount of our target audience. The campaign was coordinated with suppliers and both
BT and Virgin Media have linked their advertising to it.</p><p> </p>
|
 |
