I paid 120 quid a couple of months ago. My old aerial had corroded and been snapped by the birds, plus my co-ax was full of water.
Interestingly, the installer said that his job was much easier in these digital times as "it either works or it doesn't"
For examples, a lot of my neighbours in the bottom of the aire valley have aerials on tall masts to try to get better line of sight with Emley Moor. After checking that I didn't want to use analogue for anything, my installer mounted my aerial low down close to the roof to get some signal reflection off the chimney and roof. Works a treat. Analogue ghosts like crazy because of this setup – but not a problem for me.