Race row delivers commercial fillip for Channel 4's Celebrity Big Brother

The racism row exploding over events in Celebrity Big Brother has increased viewers by almost 30 per cent, spelling good news for Carphone Warehouse, Channel 4 and the show's advertisers.

Ratings leapt to 4.5 million - an 18 per cent share - this week, up by more than one million viewers on the previous week.

Carphone Warehouse has rejected reports that it was considering pulling its sponsorship and agency broadcast directors are applauding the ratings.

Chris Locke, the group trading director at Starcom, said: "It's fantastic news for Channel 4. I wouldn't be surprised if ratings rise to six million as people look to see what the fuss is about. For Carphone Warehouse, this is a Kate Moss moment."


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content