BT Sport has changed its TV media sales strategy in a bid to stimulate demand for commercial advertising, it has been reported.
According to the Financial Times, BT Sport is now offering shorter advertising deals to potential buyers, in order to compete more effectively with its rival Sky Sports.
The news provider explained that BT Sport - which launched at the start of August - has been trying to lock advertisers into deals for as long as ten months.
However, with Sky Sports allowing advertisers to pick and choose their airspace - albeit for a slight premium - BT Sport is now offering shorter contracts.
The Financial Times explained that TV advertisers can still save up to 20 per cent by advertising on BT Sport as opposed to Sky Sports.
However, they may receive ad slots across BT Sport's schedule - not merely when Barclays Premier League matches are airing.
This means some ads are likely to be shown during Aviva Premiership rugby union or WTA women's tennis coverage.
A number of major global brands have already advertised on the BT Sport platform, including Microsoft, Carling and Adidas.