In the past year, BSkyB’s display ad impressions have gone down by 62 percent from 3.9 billion in Q3 2011 to 2.4 billion in Q3 2012, suggesting a possible downshift in the company’s display advertising strategy. Virgin Group shows similar results, with ad impressions remaining fairly consistent throughout 2011 and early 2012 at approximately 3 billion, going down to 2 billion in the third quarter.