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BT Sport's entry into the pay-TV market has affected Sky's profit margins, it has been suggested.

As reported by This Is Money, analysts at investment bank Investec say Sky is set to report a 12 per cent fall in profitability for Q3 2013.

The firm said Sky has had to spend more to compete with BT Sport, which is now sharing the UK TV rights to Barclays Premier League football.

For the next three years, Sky will show 116 live matches per season, while BT will air 38 including 18 of the top-pick games.

Investec noted that Sky had to spend 40 per cent more than previously to retain its TV rights, investing £2.28 billion compared to BT's £738 million.

Sky has also had to spend more on marketing and advertising in order to compete with its new sports broadcasting rival, Investec claimed.

However, on the plus side, there appears to have been no downturn in Sky Sports' popularity among fans.

Figures reveal Sky Sports' football coverage has seen a ratings boost during the early stages of the 2013-14 season, with viewing figures up by 20 per cent after 23 games.

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