Eight million on launch night, fine, but what's it going to be doing a month from now? Endemol will be more careful after getting its knuckles rapped, but there's still potential for a loose-cannon incident. If I were Virgin, I wouldn't touch it with a bargepole. - Will Callaghan
You would think that, after seven years, people might have become bored of this pikey programme. - Jack Bauer
I agree with Will - this is a loose cannon. While you may think it's great media planning to throw your brand against such high-volume exposure, you are leaving your brand wide open to content you can't control. - Double Ambitious
Despite the "eight million" who tuned in, I haven't heard anyone bantering about it like before. A sign of the times? - IM Blindsided
- Next Week's i-Q
Milk ads: Asda? Tesco? Which one's best?
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