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Brilliant Media Featherbrooksbank Big Brother

Big Brother resurrection: Media planners reaction

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By The Drum Team, Editorial

April 6, 2011 | 3 min read

Channel 5 has finally completed its deal to bring back Big Brother to UK screens later this year. But does brands still want to advertise around it? The Drum spoke to some media planners to gauge reaction.

"It's unlikely that Channel 5 will attract any additional investment should they choose to revive Big Brother, although the programme itself will probably perform reasonably well. The Big Brother format is very cost effective, however that same format is now more than a decade old and is no longer setting any precedents for reality TV. That said, we would expect changes from the previous format if Big Brother airs on Channel 5 and if the show continues to run over the summer, there may be additional benefit as that's not a typical time of year to showcase new programming."

Audrey Migot, broadcast account executive for Feather Brooksbank

'Despite falling viewing figures for Big Brother over the years since its launch eleven years ago, the programme still delivers a significant sized audience with most importantly a rich density of teenagers and young adults which remain a key target for many advertisers. They will have no problem in getting the programme sponsored and advertisers will be lured to Five as a consequence. Desmond will of course exploit his significant press assets in boosting the profile of BB - there's plenty of money left in the format and possibly some profitable spin-offs and brand extensions.'

Mick Style, managing director of MEC Manchester

The original audience profile of Big Brother combined with the large, however the predicted lower natural delivery of viewers and cost of Five, should make Celebrity Big Brother or Golden Cage a very attractive advertising vehicle in summer 2011.

Daniel Ward, broadcast director for Brilliant

The re-launch of Big Brother on Channel 5 is a great result for the station – which is trying to align itself as a destination for 1634 Adults – an audience which will always be attractive to advertisers. Even at its demise from C4, BB could achieve over 2 million 1634 Adult eyeballs with its main show* - not including the many spin offs! Compare this to the 632,000 1634 Adult impacts delivered by Channel 5’s top rating programme in the same month, the film ‘The Goonies’, and it starts to become clear that there’s life in the old dog yet!

Desmond will no doubt leverage his titles to cross promote the show and generate further interest (he’ll be missing a trick if he doesn’t), and hopefully Channel 5 will also take the opportunity to liven up the format of the show (no doubt chucking in some more alcohol to generate more antics) to get lapsed BB fans to return – which can only be a good thing for TV advertising.

* 9th June main episode delivered 2,164,000 1634 Adult impacts

Rachel Hill, TV Channel Planner, MediaVest Manchester

Brilliant Media Featherbrooksbank Big Brother

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