Broadband, cable television and phone giant Virgin Media has said it plans to increase its marketing spend by up to 30 per cent this year.
The company allocated £132.8m to its marketing budget in 2009 and may boost that figure to around £170m during 2010, according to a report by The Guardian.
Neil Beckett, Virgin Media’s chief executive, said: “We are continuing to save our pennies so we can spend more on marketing. We don’t necessarily do massive, we do sensible.”
The firm has seen the popularity of its video-on-demand services increase significantly, with shows such as Glee, Shameless and Skins helping to boost viewing figures.