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@ Alex Robinson
The average take per customer with Sky is #535
( www.guardian.co.uk/media/2011/oct/19/sky-growth-results ). 100k new subs brings in #53.5m pa - and thats quite enough to cover Bernie (#7.5m), Martin (#1.3m) and all the others and still leave a considerable amount to trouser even ignoring any advert revenue.
That's with only 100k newbies - a tad over 2% of the BBCs audience.
Even if only 1 in 20 BBC F1 viewers (225k) takes sky, that represents over #120m a year to Sky. They dont need anything like a million new subs. They dont even need to have adverts.
So long as they can maintain (or increase) the overall viewers, the team sponsors will be happy. The BBC coverage is vital to this.
Everybody wins - Bernie, the teams, Sky, BBC - well everybody except the new sky suckers err.... subscribers
#= pound sign