Amazon to take sponsorship slice of The Great British Bake Off for 2018
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Editor
| 30 March 2018

In yet another case where the perceived online threat actually buoys up traditional services, UK broadcaster Channel 4 has revealed that Amazon will be the new broadcast sponsors of its ratings magnet The Great British Bake Off.



Across the series each episode of The Great British Bake Off, which the UK's fourth largest broadcaster poached from the BBC in a controversial move, Channel 4 drew a consolidated audience of 9.0 million viewers and a 33.8% share of audience per episode, rising to 10.5 million viewers with the addition of linear repeats.

Last year's The Great British Bake Off final drew a consolidated audience of 10.0 million viewers and a 36.9% share of audience per episode - rising to 11 million viewers with the addition of linear repeats - making it Channel 4's biggest audience ever since the current system of measurement began in 2002. The Great British Bake Off was also the biggest series for young audiences on any channel last year averaging 2.6 millionviewers, a 54.5% share of audience per episode.

In its campaign Amazon will focus on Echo speakers and the capabilities of the Alexa voice service. The sponsorship includes the imminent ninth series of the tent-pole entertainment series - now featuring Prue Leith, Paul Hollywood, Sandi Toksvig and Noel Fielding -The package also includes Bake Off: An Extra Slice hosted by Jo Brand; the festive episodes; and for the first time in its brand-new home on Channel 4, Bake Off: The Professionals featuring celebrated pastry chefs.

Commenting on the deal, Jonathan Lewis, Head of Digital and Partnership Innovation at Channel 4, said: "It's a great testimony to the success of Bake Off's debut on Channel 4 last year that Amazon will sponsor the Bake Off programme brands this year. We're looking forward to working with Amazon as we build towards the launch of one of the biggest TV events of the year."