Followed MHC's procedure to the letter with 80-minute switchoff and wifi off, but it makes little difference:
TBB speed test
The new router stats are:
DSL uptime: 0 Days, 0 Hours 2 Minutes 31 Seconds
Data rate: 10.00 Mbps / 40.00 Mbps
Maximum data rate: 34871 / 88255
Noise margin: 22.7 dB / 19.6 dB
Line attenuation: 17 dB
Signal attenuation: 12.1 dB / 17 dB
Many thanks again for your advice, as others suggest I'll try posting on the Plusnet forum which seems quite active these days.