It didn't with me. They couldn't match Virgin, even when I went all Tony Bloom on them.
Until a bloke rang up and offered me £58 a month for Broadband, TV and Sports.
What he didn't tell me was that broadband going to be charged six months in. I rang up, cancelled, and made a formal complaint...
As a benchmark, I'm with Virgin. I pay £59 a month for broadband and TV (including Sky and BT Sports). I think the offer is about £72 now. But I can't see anything better so will try and renew at the price I'm paying now or a little more.