Brands over time

OVO
over time

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

157 of OVO's own blog posts, press releases and announcements, 2015 to 2025, measured sentence by sentence, 63 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 11 other energy suppliers, and what it sounds like in its own words.

Pages measured
157
Years covered
2015–25
Archived before ChatGPT
63
Blog · press
149 · 8

01 · Homepage

One capture a year

OVO's homepage from 2011 to 2026, 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.

2026ovoenergy.com28 Jun 2026
OVO homepage, 28 Jun 2026

Screenshot of OVO’s homepage (ovoenergy.com) as archived by the Internet Archive on 28 Jun 2026. © OVO or its licensors. Shown for comparison and review; not endorsed by OVO.

Homepage

2026

“OVO Live. For the Atmosphere.”

Page title

Energy Supplier, Switch Gas & Electricity Provider | OVO Energy

Open on the Internet Archive
  1. 2011Switch and Save
  2. 2016Energy the way it should be
  3. 2018It’s time to power your life differently
  4. 2021Powering homes with Great British weather
  5. 2023Why choose OVO Energy?
  6. 2026OVO Live. For the Atmosphere.

15 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.
6
12
18
Energy avg 14.8
15.1
13.3
13.6
16.2
14.2
15.3
13.3
15.8
13.4
13.8
14.0
ChatGPT · Nov 2022
201513 pp
201610 pp
20176 pp
20185 pp
20192 pp
202010 pp
202113 pp
20222 pp
20237 pp
20245 pp
20251 pp
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201515.113
201613.310
201713.66
201816.25
201914.22
202015.310
202113.313
202215.82
202313.47
202413.85
202514.01

Years with pages: 2015 (13), 2016 (10), 2017 (6), 2018 (5), 2019 (2), 2020 (10), 2021 (13), 2022 (2), 2023 (7), 2024 (5), 2025 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

OVO among energy suppliers

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. Em dashes

    64% more than its sector

    4.86 against a sector average of 2.96; 2nd highest of 11.

  2. Contractions

    48% more than its sector

    24.4 against a sector average of 16.5; highest of 11.

  3. "We"

    35% less than its sector

    28% against a sector average of 42%; 3rd lowest of 11.

Sentence length4th lowest of 11
OVO 14.2
13.316.4
ContractionsHighest of 11
OVO 24.4
8.024.4
"You"3rd highest of 11
OVO 68%
28%85%
"We"3rd lowest of 11
OVO 28%
14%65%
Questions3rd highest of 11
OVO 5.1
1.77.1
Long wordsLowest of 11
OVO 19%
19%32%
Em dashes2nd highest of 11
OVO 4.86
0.157.68
AI-associated wordsLowest of 11
OVO 0.55
0.552.62
Exclamations3rd highest of 11
OVO 1.59
0.001.86
Page length3rd highest of 11
OVO 1,353
6681,774

Pages measured: ScottishPower 220 · Utilita 70 · Good Energy 290 · Ecotricity 27 · Outfox the Market 0 · Fuse Energy 232 · Octopus Energy 289 · British Gas 199 · EDF 280 · OVO 157 · E.ON Next 132 · So Energy 53. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words OVO 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.

insulation36.9 vs 6.9
heating72.9 vs 22.7
guide31.2 vs 6.6
boiler66.2 vs 22.9
wall15.1 vs 1.6
radiator16.2 vs 1.9
thermostat14.2 vs 1.7
light15.2 vs 2.2
water38.3 vs 12.4
valve10.9 vs 1.0
much45.8 vs 16.9
walls10.3 vs 1.0
OVOSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 157 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · 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.

20157 Oct · BlogArchived copy
“In a world pushed for space and resources, it makes sense to maximise our surroundings with a little help from innovative housing. As the movement for self-sufficiency gains traction, the eco-conscious move from cities to smallholdings; from throwing away to being thrifty; from wasting space to rethinking what we really need.”
Self-sufficient living: the future of off-the-grid housing
2017Aug (archived by) · BlogArchived copy
“From putting a lid on a saucepan to buying an electric car, here’s a list of ways to cut back your energy use, lower your bills and reduce your carbon emissions.”
120 Ways to save and conserve energy
202029 Jun · BlogArchived copy
“The government has picked us to launch a brand new trial that pioneers zero carbon heating – the largest of its kind in the UK. The project should change the way we heat our homes forever, and it’s a huge step towards zero carbon homes of the future.”
Why you should take part in the OVO Zero Carbon Heating Trial
202325 Sep · Blog
“Getting a new boiler fitted can come with some tricky decisions. There are lots of things to consider: the type of boiler, the cost of installation, and how long it will take. Finding a reliable gas boiler installer – and knowing the right questions to ask them – can seem difficult too. But with the right information, you’ll be ready in no time.”
Boiler installation: everything you need to know
202412 Dec · Blog
“There can be lots of things to think about when it comes to the efficiency of your central heating. Should you keep the heating on low all day, rather than switching it on and off as needed? Can a smart meter save you money? And is it worth investing in insulation?”
Some economical ways to use your central heating over winter -

06 · Every page

All 157 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 157 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

20251 page
20245 pages
20237 pages
20222 pages
202113 pages
202010 pages
20192 pages
20185 pages
20176 pages
201610 pages
201513 pages
In the overall numbers, no year83 pages

07 · Method

How this was measured

The pages

OVO'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?.