Question-and-Answer Session
Operator
(Operator Instructions) Your first question comes from Michael McCormack - J.P. Morgan.
Michael McCormack - J.P. Morgan
Just to drill a little bit deeper on the broadband potential, you've got obviously a pretty high penetration on primary lines but what do you think is a sort of terminal penetration rate you can reach just based upon cable overlap and your market share in that business?
And also in the quarter was there any promotional activity that we should be aware of on the broadband side?
Jeffery Gardner
With respect to your question, yes, our primarily residential line penetration in our markets is very high today, but we continue to find ways to reach more customers. The other thing that I think is important to consider in our markets is that we believe in almost every case we have an advantage versus our competitor, and so we have the dominant micro chair. We're not simply trading customers with them and we've always had a good position there.
So we believe there is upside. You have seen that it's slowed down this year, but we think there are, in addition to penetrating additional customers in our existing footprint, of course I think everybody knows what's going on in Washington now, which has the opportunity to also allow us to reach more customers. So we're bullish from that perspective.
And I think importantly if you looked at our average revenue per unit for the quarter, we're really focused on selling higher speeds to existing customers. That's another opportunity. We made significant investments over the last 18 months in our network and our marketing plan is very, very focused on upselling.
With respect to the promotion environment, we were business as usual in promotions for the quarter, and so I'm very pleased that we were able to achieve these great results without doing any significant discounting.
Operator
Your next question comes from David Barden - BAS-ML.
David Barden - BAS-ML
Just maybe if you guys could kind of elaborate a little bit on the more specific cost moves that you took in the quarter to offset the impact of the pension and also the ice storm expenses, and are these kind of actions that have happened and now we'll run rate them or are they in process and are you going to be able to extract some more benefit as we go through the course of the year?
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