BT Sport has picked up over half a million subscriptions following initial advertising push, it has revealed.
In releasing its first quarter financial results, the telecoms and media provider has seen a fall in revenue of one per cent, at £4,449m for its first quarter of its financial year and a reported pre-tax operating profit decline of 16 per cent at £449m.
In discussing the figures, Ian Livingston, CEO of BT said that company was making "good progress" and was pleased with the "solid" underlying pre-tax profit of £595m, an increase of five per cent.
“It is early days but we are very pleased with the strong start in BT Sport. More than half a million households have now ordered BT Sport and that’s before the channels have even launched," he added.
The pre-launch costs for the channel, including a nationwide advertising campaign, are reported as around £40m.
BT Sport is scheduled to go live on 1 August.