Big Brother Summer 2017

Partnership Opportunities across Big Brother and Celebrity Big Brother

The Opportunity


The guilty pleasure that everyone knows is back in Summer 2017 for new series of both Big Brother and Celebrity Big Brother. It is the live TV phenomenon that continues to have great ratings success and maintains a loyal following.

Big Brother Delivers Value

  • £6m TV value
  • £600k VOD value
  • £1.5m Promo value
Big Brother Delivers Reach…
  • The two summer series reached over 23.6m individuals in 2016.
  • Last summer, the Celebrity Big Brother final averaged over 2.1m and the Big Brother Final averaged 1.6m.
  • 42% of 1634s
  • 51% of HWCHs
  • 40% of INDs
And It’s….Bigger Than Bake Off
  • CBB was ranked by Twitter as it’s #1 top trending TV show of 2016.
  • CBB S17 was 2017’s number 1 most tweeted about programme on TV in the UK with 2.3m tweets.
  • #1 on Twitter
  • 2.3m S17 tweets
  • +56m VOD Imps

Summer Partnership Details

  • Sponsorship credits across – 15” at start, 2 x 5” in CB and 10” in end breaks across programming.

Big Brother & Celebrity Big Brother

  • Big Brother – June/July TX.
  • Celebrity Big Brother – July/August TX
  • 60 min shows everyday at 9pm and one 90 min live eviction per week on C5.
  • Repeats on Channel 5, 5STAR, MTV & My5.
Logo Integration
  • Brand Logo On Air Promotions.
  • Leader board on BB/CBB website pages.
  • Sponsorship credits 10” in pre and post roll and 2 x 5” in Centre’s.
  • BB S17 delivered over 28m VOD bumper views .
  • Both BB and CBB this summer are predicted to deliver 28m VOD bumper views each.
Key Date To Note:
  • All approvals and deliveries to be complete by 28th April 2017.


Contact Details

Elizabeth Anyaegbuna | Viacom Content Controller  | 0779 058 7484

Jack Campbell | Partnership Specialist  | 0207 032 2335

Channel 5
My5 logo
Channel logo: MTV

Extra Partnership Content Opportunities

(Not included in sponsorship package)

Competition & Prize

Creation of an on-air and online, social driven free to enter Brand competition. Could offer the prize of tickets to Live finals, one for each burst of CBB. Each burst consists of 30”- 40” on air spot played in spot airtime (not in show) across C5, 5STAR, MTV and Comedy Central.

Licensing (for the Core Programme Sponsor only)

The sponsoring brand could license the Celebrity Big Brother name to create a promotion that sits in and around the CBB series.

All to be discussed with Channel 5 & Endemol.

Examples  for usage could include:

  • On-Pack promotion
  • Retail usage for in-store promotion
  • Competition
  • Social media directing to competition

Social Media Campaign In Line With A Brand Competition

  • Utilising huge following of Facebook and Twitter to create a social campaign in the tone of CBB.
  • Posts referring to Competition – we can also RT’s or Share Brands post that relate to Partnership Comp activity.

NB: There must be a strong editorial justification for all social mentions and social mentions cannot be directly.


  • Big Brother talent Emma Willis and Rylan Clark-Neal could be approached for Commercial ideas.

Product Placement Opportunities

Product placement in Big Brother offers exceptional value. Seen by huge numbers almost every day of the week, products (non HFSS) can be placed and used in the house. This gives them credibility, being seen on the big screen and used by larger than life housemates.

Research from SPA shows that product placement on Big Brother encourages viewers to try the product being used. Many viewers actively look out for product placement and were able to name a host of brands featured on the recent series.

Opportunities could include:

1.Incidental and Time of Day shots (TODS) which would include a pack shot.

2.Task involvement possible if editorially relevant

Tasks are challenges that create a one off event in the house. Managed by editorial and compliance to make a good editorial fit.

Please note: All scheduling is subject to change and all ideas, talent, product placement, licence etc. are subject to editorial and compliance sign off.

Other Opportunities of interest
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