Brands over time

Community Fibre
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

133 of Community Fibre's own blog posts, press releases and announcements, 2020 to 2026, measured sentence by sentence, 22 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 14 other mobile and broadband providers, and what it sounds like in its own words.

Pages measured
133
Years covered
2020–26
Archived before ChatGPT
22
Blog · press
111 · 22

01 · Homepage

One capture a year

Community Fibre's homepage from 2013 to 2023, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2023communityfibre.co.uk1 Jul 2023
Community Fibre homepage, 1 Jul 2023

Screenshot of Community Fibre’s homepage (communityfibre.co.uk) as archived by the Internet Archive on 1 Jul 2023. © Community Fibre or its licensors. Shown for comparison and review; not endorsed by Community Fibre.

Homepage

2023

“Save over £300 on your broadband”

Page title

Community Fibre | Fibre Broadband, TV & Phone deals in London

Open on the Internet Archive
  1. 2013Say hello to ultrafast fibre internet
  2. 2014ALL THE POWER OF THE INTERNET
  3. 2016Get your service within 48h*
  4. 2018We provide up to 1,000Mbps Ultrafast fibre broadband straight to your home
  5. 2020London’s fastest 100% full fibre broadband
  6. 2023Save over £300 on your broadband

8 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
8
16
24
Telecoms avg 13.2
15.8
14.5
18.5
14.1
14.7
16.2
13.6
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
20202 pp
202112 pp
202211 pp
202312 pp
202411 pp
20254 pp
20265 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202015.82
202114.512
202218.511
202314.112
202414.711
202516.24
202613.65

Years with pages: 2020 (2), 2021 (12), 2022 (11), 2023 (12), 2024 (11), 2025 (4), 2026 (5). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 25 pages from before ChatGPT launched and 20 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 25 pp2024 to 2026 · 20 ppChange
Sentence length
16.414.7−10%
Sentence rhythm
0.800.62−22%
Contractions
10.019.2+92%
"You"
21%73%+52 pts
"We"
73%23%−50 pts
Questions
2.96.0+108%
Exclamations
1.290.46−64%
Long words
29%25%−5 pts
Em dashes
1.714.39+157%
AI-associated words
1.121.00−11%
AI-era marketing words
1.040.84−19%
Quieter LLM-favoured words
1.081.26+17%
AI-associated sentence shapes
0.310.52+69%
Page length
7111,436+102%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (25 pages); after = 2024 to 2026 (20 pages). Method: SGR-011.

04 · Against its sector

Community Fibre among mobile and broadband providers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    24% more than its sector

    5.3 against a sector average of 4.3; 5th highest of 13.

  2. Em dashes

    22% more than its sector

    3.16 against a sector average of 2.59; 3rd highest of 13.

  3. Sentence length

    15% more than its sector

    15.2 against a sector average of 13.2; 4th highest of 13.

Sentence length4th highest of 13
Community Fibre 15.2
9.716.5
ContractionsMid-table, 8th of 13
Community Fibre 16.2
12.725.2
"You"Mid-table, 6th of 13
Community Fibre 61%
30%84%
"We"Mid-table, 8th of 13
Community Fibre 33%
14%57%
Questions5th highest of 13
Community Fibre 5.3
0.97.0
Long words5th highest of 13
Community Fibre 26%
19%31%
Em dashes3rd highest of 13
Community Fibre 3.16
0.974.72
AI-associated words4th highest of 13
Community Fibre 1.57
0.462.88
Exclamations4th highest of 13
Community Fibre 0.74
0.162.28
Page length2nd highest of 13
Community Fibre 1,203
5111,910

Pages measured: TalkTalk 74 · Hyperoptic 46 · Community Fibre 133 · SMARTY 183 · iD Mobile 49 · Lebara 0 · Lycamobile 112 · O2 138 · Zen Internet 186 · BT 9 · Sky 324 · Virgin Media 185 · Vodafone 172 · Three 141 · giffgaff 63. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words Community Fibre uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

wifi75.5 vs 8.0
broadband154.6 vs 42.9
speed69.0 vs 11.6
london49.2 vs 7.6
router35.3 vs 3.4
gbps34.1 vs 0.5
speeds48.7 vs 10.4
upload23.0 vs 1.9
bandwidth20.2 vs 1.5
fastest16.9 vs 1.8
signal23.0 vs 4.4
reliable25.2 vs 5.9
Community FibreSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 133 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202519 Mar · Blog
“Traditional copper broadband was a game-changer when it burst onto the scene at the turn of the millennium, replacing dial-up for easy access to the wonders of the web. But technology and our internet habits have evolved since, and fibre has emerged as a better match for our busy lives.”
Fibre vs standard broadband: What's the difference?

07 · Every page

All 133 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 133 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

20265 pages
20254 pages
202411 pages
202312 pages
202211 pages
202112 pages
20202 pages
In the overall numbers, no year76 pages

08 · Method

How this was measured

The pages

Community Fibre's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.