Channel 4’s TV series Big Brother is set to become an advertising
phenomenon, raking in record TV and dotcom revenues.
The first instalment last week doubled Channel 4’s usual audience
The show, which was only scheduled around four weeks ago, has prompted
’a real scrabble among advertisers’, according to head of client sales
Most of the spots are now sold and advertisers include Pepsi,
Castlemaine XXXX, Coca-Cola, McEwans, Sure for women and Dotmusic.
Parker admitted some of the rates paid were ’getting silly’. He added:
’I don’t remember any show creating so much interest.’ Centre breaks
alone look certain to bring in more than pounds 4 million.
It is not surprising, however, that advertisers are attaching a premium
to the show. The first episode, screened at 9pm last Tuesday, pulled in
an average of 3.56 million viewers. It took a 38.2 per cent share of the
16- to 34-year-old audience - double the station’s average for the slot
- and achieved ratings of 10.3 for 16- to 34-year-old adults and 9.11
for 16- to 34-year-old men.
Meanwhile, the Big Brother website - channel4.com/bigbrother - is
attracting between two and three million page impressions a day.
Richard Firminger, UK sales director at the site’s sales house
DoubleClick, said demand was ’unprecedented’. The site will be accessed
by an estimated three-quarters of the online population.
DoubleClick is charging pounds 20 per 1,000 ad impressions served for a
banner, pounds 20 per 1,000 for a button and pounds 40 per 1,000 e-mail
Boxes containing contestants’ details can also be sponsored for pounds
5,000 a week and DoubleClick is offering a ’TV-commercial style’ audio
and video slot in the five- to 15-second timeframe it takes for the live
webcam to download.
Clients to have signed up include eBookers, which is hosting a
microsite, and Lycos.