Brands over time

ScottishPower
over time

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

220 of ScottishPower's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 35 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
220
Years covered
2015–26
Archived before ChatGPT
35
Blog · press
132 · 88

01 · Homepage

One capture a year

ScottishPower's homepage from 2005 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.

2026scottishpower.co.uk29 Jun 2026
ScottishPower homepage, 29 Jun 2026

Screenshot of ScottishPower’s homepage (scottishpower.co.uk) as archived by the Internet Archive on 29 Jun 2026. © ScottishPower or its licensors. Shown for comparison and review; not endorsed by ScottishPower.

Homepage

2026

“Fix your prices below the new July price cap3”

Page title

Gas & Electricity Supplier | Switch to ScottishPower

Open on the Internet Archive
  1. 2010MOST FREQUENTLY ASKED QUESTIONS
  2. 2014Find the cheapest tariff for you
  3. 2016Or visit our Support Centre
  4. 2020Join the winds of change
  5. 2024"Make your home an amazing green space with ScottishPower"
  6. 2026Fix your prices below the new July price cap3

20 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
Energy avg 14.8
17.1
16.6
16.9
22.2
19.0
13.7
18.6
15.9
17.0
ChatGPT · Nov 2022
20151 pp
20163 pp
20175 pp
20185 pp
201923 pp
2020no pages
2021no pages
20221 pp
2023no pages
20241 pp
20251 pp
20263 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201517.11
201616.63
201716.95
201822.25
201919.023
202213.71
202418.61
202515.91
202617.03

Years with pages: 2015 (1), 2016 (3), 2017 (5), 2018 (5), 2019 (23), 2022 (1), 2024 (1), 2025 (1), 2026 (3). 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

ScottishPower 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

    26% less than its sector

    2.20 against a sector average of 2.96; 4th lowest of 11.

  2. Questions

    15% less than its sector

    3.3 against a sector average of 3.9; mid-table, 7th of 11.

  3. "We"

    9% more than its sector

    46% against a sector average of 42%; mid-table, 6th of 11.

Sentence length3rd highest of 11
ScottishPower 15.7
13.316.4
Contractions4th highest of 11
ScottishPower 17.7
8.024.4
"You"Mid-table, 6th of 11
ScottishPower 48%
28%85%
"We"Mid-table, 6th of 11
ScottishPower 46%
14%65%
QuestionsMid-table, 7th of 11
ScottishPower 3.3
1.77.1
Long words3rd highest of 11
ScottishPower 25%
19%32%
Em dashes4th lowest of 11
ScottishPower 2.20
0.157.68
AI-associated words3rd highest of 11
ScottishPower 1.61
0.552.62
ExclamationsMid-table, 6th of 11
ScottishPower 0.75
0.001.86
Page length3rd lowest of 11
ScottishPower 708
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 ScottishPower 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.

business124.9 vs 35.8
saver23.3 vs 1.0
glasgow20.6 vs 0.6
research30.4 vs 4.4
commercial24.4 vs 3.8
small40.1 vs 10.3
homepage17.9 vs 0.1
award9.9 vs 0.6
awards11.3 vs 1.3
slots12.6 vs 0.1
champion7.6 vs 0.2
greener23.6 vs 6.1
ScottishPowerSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 220 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.

2016 · PressArchived copy
“Congratulations to this year’s Small Business of the Year (up to 10 employees) winner – contemporary jewellery designer, Lucy Quartermaine. Based in Chester, Lucy creates stunning pieces of handmade silver jewellery that has gained her a huge fan following, from here all the way to the USA.”
The Cheshire Business Awards 2016
2019Jul (archived by) · BlogArchived copy
“Our recent advertising campaign celebrated the success of our fundraising for Cancer Research UK and the ethos of “doing thoughtful things for others” will continue to ring true in our quest to raise awareness and more money to help bring forward the day when all cancers are cured.”
Cancer Research UK partnership 04/05/2016
2019Dec (archived by) · PressArchived copy
“Team GB’s historic achievements in the Rio Olympics, and going forward into the Paralympic Games, has been nothing short of legendary. The culmination of hard work and investment has helped to create a culture of success since the London Olympics in 2012.”
Small Steps for Big Savings

06 · Every page

All 222 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 220 count towards the measures; the rest were not measured (2 pdf report (annual report, info pack)). Pages with no reliable date count in the overall numbers but in no year.

20263 pages
20251 page
20241 page
20221 page
201923 pages
20185 pages
20175 pages
20163 pages
20151 page
In the overall numbers, no year177 pages
Not measured2 pages

07 · Method

How this was measured

The pages

ScottishPower'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?.