Teardowns › Homepages & product pages › Price & attribute framing

Sky frames Ultimate TV as "less than £1 a day" and bundles brand-name streamers

Sky · Homepage · Logged-out UK visitors · sky.com · captured 16 Oct 2026

Honest nudgePrice & attribute framing Reference price

Sky Homepage, captured 16 Oct 2026 — Our capture, 16 Oct 2026, logged out. Numbers match the steps.

Step by step

1
Price & attribute framing
"Streaming sorted for less than £1 a day."
2
"Get Sky, Netflix, Disney+, HBO Max, Hayu and discovery+ all in one TV package."
3
Reference price
Sky Mobile: "Lowest price on iPhone Duo… Lowest vs published prices of UK major providers."

Prices quoted in pounds (£), exactly as shown on the page we captured. Prices vary by region and change over time.

The psychology

Why it nudges

Per-day framing shrinks a monthly bill into a small daily amount. Listing well-known streaming brands lends their appeal to the bundle (a halo). A "lowest price" claim sets a reference against competitors. Whether these lift sales for Sky is not public.

● Strong evidence · More on price & attribute framing, with sources →

Context

A UK pay-TV, broadband and mobile provider.

Honest nudge or dark pattern?

Honest nudge

Honest nudge as captured, though the monthly price and contract length are not on the homepage tile.

Sources: Captured by Nudgeswipe, 16 Oct 2026 (logged out)

Steal this, honestly

If you use per-day framing, show the monthly and contract total too.
Name the comparison set behind a "lowest price" claim, as Sky does in small print.

What to test: Per-day vs per-month framing. Measure orders and plan-change calls.

Next: run it on your product

Apply this with your agent

Take the steps above into your own flow. The prompt carries this teardown, the honest-vs-dark line and the steps.

You are helping me apply a behavioural-design pattern ethically.

Pattern: Sky: Sky frames Ultimate TV as "less than £1 a day" and bundles brand-name streamers
Bias: Price & attribute framing: The same price or attribute feels different depending on how it's expressed.
Why it nudges: Per-day framing shrinks a monthly bill into a small daily amount. Listing well-known streaming brands lends their appeal to the bundle (a halo). A "lowest price" claim sets a reference against competitors. Whether these lift sales for Sky is not public.
Our verdict: Honest nudge. Honest nudge as captured, though the monthly price and contract length are not on the homepage tile.
Source page: https://nudgeswipe.com/examples/sky-ultimate-tv-less-than-1-a-day/ (JSON: https://nudgeswipe.com/api/teardowns/sky-ultimate-tv-less-than-1-a-day.json)

Rules: say a brand "uses" a tactic, never that it "worked"; outcomes are not public unless the company published them; no invented uplift estimates; flag mixed evidence. Honest nudge = true, visible, easy to reverse, and in the user's interest. Dark pattern = hides costs, fakes scarcity or popularity, shames, or makes leaving harder than joining. Quote company-published results as "X reports", with the source link, and don’t generalise them. Don’t cite retracted or failed-to-replicate studies as support (e.g. Ariely & Wertenbroch 2002). Don’t state study figures unless they’re on this page or in a source you can link. If an idea crosses the line, link the matching deceptive.design pattern.

Tasks:
1. Ask me for my product, the flow (URL or screenshots) and the goal.
2. Audit where this pattern already appears, or could, in that flow.
3. Propose 2-3 ethical experiments: hypothesis, variant copy or UI, primary metric, and a guardrail metric (refunds, complaints, cancellations).
4. Flag every dark-pattern risk and say how to stay on the honest side.

Open in ChatGPT Open in Claude Open in Grok Open in Cursor

ChatGPT, Claude, Grok and Cursor open with the prompt filled in (it is also copied, in case the prefill doesn't load). Gemini and Codex don't support prefilled links, so the prompt is copied and the app opens; paste it in.

Sources

Our capture of sky.com, 16 Oct 2026
Tversky & Kahneman (1981), The framing of decisions. Pennies-a-day: Gourville (1998). doi.org/10.1126/science.7455683
Captured by Nudgeswipe, 16 Oct 2026 (logged out): sky.com

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