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LONDON -- Cable and satellite TV viewing surpassed 15% in aud share in the U.K. last week, a first for the British multichannel sector.

The boost to a record 15.35%, however, is largely attributable to the popularity of English Premier League championship soccer matches on BSkyB's Sky Sports.Multichannel viewing in recent weeks has hovered within decimal points of 15%, impressive given that only 30% of British households take cable or satellite TV.

Overall, multichannel viewing is up 23% over the same time last year. On their own, BSkyB's channels are up 38%.

The figures help illustrate the importance of sports in the U.K. market, and come at a time when BSkyB awaits a judgment on whether its rights deal for the Premier League is anti-competitive and must therefore be dismantled.