Broadband Independents’ Day successfully established a new national platform through which INCA and its members can promote the independent broadband sector directly to consumers and businesses.
The week-long campaign, beginning on 4 July, was designed to challenge the perception that broadband choice is limited to a handful of large national providers. It positioned independent providers as an established and credible part of the market, offering greater choice, competitive pricing, strong customer service, full-fibre connectivity and meaningful investment in local communities. The campaign website also provided a clear consumer journey, directing people to BetterFibre to identify the independent providers operating in their area.
Digital campaign performance
The paid digital campaign delivered very strong results from a total advertising spend of £2,250:
- 390,744 impressions
- 9,245 link clicks
- 2.11% link click-through rate
- £0.28 average cost per link click
- £6.00 cost per thousand impressions
- 4,739 landing-page views
- £0.49 cost per landing-page view
- 91,533 video views
It delivered:
- 56% more impressions than the original target of 250,000;
- nearly 3.7 times the target number of clicks, with 9,245 clicks compared with a forecast of 2,500;
- a click-through rate more than twice the 1% target;
- a cost per click approximately 77% lower than the £1.20 benchmark; and
- a cost per thousand impressions 50% lower than the £12 benchmark.
Animation
The animation was viewed more than 91,500 times, helping the campaign reach audiences beyond those who clicked directly through to the website.
Nearly 4,740 people progressed to a campaign landing page, demonstrating that the activity generated meaningful consumer interest rather than visibility alone.
Overall assessment
The inaugural Broadband Independents’ Day should be considered a strong success. It:
- created a recognisable national consumer-facing campaign for the independent broadband sector;
- significantly exceeded its digital reach and engagement targets;
- generated thousands of visits to the campaign website;
- secured coverage across specialist telecoms, broadband, technology and regional business media;
- provided members with campaign assets and a common narrative;
- generated support and amplification from providers and wider industry organisations; and
- established a platform that INCA can develop into a larger annual campaign.
Media coverage
ISPreview – 29 June 2026
“Alternative UK Full Fibre Networks to Launch Broadband Independents’ Day.” The article introduced the week-long national campaign and its objective of helping consumers and businesses discover independent providers.
thinkbroadband – 29 June 2026
“Get your bunting out for Broadband Independents’ Day on 4th July.” The article covered the scale of the independent sector, customer switching, Trustpilot performance and the BetterFibre postcode-checking service, and included comments from Paddy Paddison.
Telecoms News – 29 June 2026
“Broadband Independents’ Day launches to raise awareness of Altnets in the UK.” The piece covered the launch, the campaign’s consumer-awareness objectives and the research underpinning it.
Compare Broadband Packages – 29 June 2026
“Alternative UK Full Fibre Networks to Launch Broadband Independents’ Day.” Additional online coverage discussing the growth of independent full-fibre providers and the implications of greater consumer choice.
Compare Broadband Packages – 29 June 2026
“Get your bunting out for Broadband Independents’ Day on 4th July.” Further online coverage examining the consumer benefits of independent broadband, including choice, pricing and customer service.
Aberdeen & Grampian Chamber of Commerce – 1 July 2026
“Rural Scottish residents and businesses urged to look beyond ‘big brands’ as Broadband Independents’ Day launches.” The GoFibre-led regional article connected the national campaign with rural connectivity, local employment and investment in Scottish communities.
Scottish Business News – 3 July 2026
“Rural Scottish businesses urged to look beyond ‘big brands’ as Broadband Independents’ Day launches.” The coverage extended the campaign into the Scottish regional and business media.
Telecompaper – 6 July 2026
“UK altnets mark Broadband Independents Day with customer satisfaction report.” The international telecoms publication covered INCA’s campaign and the finding that approximately 2.5 million UK households were considering switching to an independent provider.
Advanced Television – 6 July 2026
“Survey: 1 in 5 Londoners feel they’re overpaying for broadband.” The article prominently referenced Broadband Independents’ Day and included INCA’s national findings on switching intentions, value for money and customer care.
thinkbroadband – 6 July 2026
“Community Fibre highlights survey showing 1 in 10 are considering switching broadband to an alt-net.” The follow-up article covered the INCA research, Broadband Independents’ Day and the value and customer-service case for independent providers.