TalkTalk has launched a new advert across a range of media platforms highlighting the financial benefits of signing up for its broadband packages.
The provider says UK households can save £250 if they sign up for its broadband services, as opposed to BT's, reports Marketing Week.
In the advert, TalkTalk claims that "Britain's better off with TalkTalk's totally unlimited broadband".
This comes after BT confirmed it is increasing the price of its broadband and phone packages by up to 6.5 per cent to pay for its £1 billion investment in BT Sport.
A BT spokesman told The Telegraph the rise could be justified due to the investment the company has made in fibre broadband and sports coverage.
TalkTalk recently launched a new standalone broadband deal - Simplybroadband - which allows households to sign up for fixed internet services without the need to pay for inclusive home phone calls.
The broadband provider said it had launched the entry-level deal - which costs £2.50 per month plus line rental - because more people are using their mobile phones to make calls rather than their landline.