Great British Bake Off’s Channel 4 Move Offers Marketing Opportunities

by Duncan MacRae

Hit TV show Great British Bake Off (GBBO) is switching from the BBC to Channel 4 in a move that will offer brands and marketers a “wealth of opportunity”.

The BBC lost out on the rights to broadcast GBBO after Channel 4 signed a three-year agreement with the producers of the show, Love Productions.

Free-to-air

Under the new creative partnership the multi-award winning show will remain on free-to-air television. The first GBBO programming planned to broadcast on Channel 4 will be a celebrity version of the show in 2017, in aid of Stand Up To Cancer.

Richard McKerrow, Love Productions creative director said: “We believe we’ve found the perfect new home for GBBO. It’s a public service, free-to-air broadcaster for whom Love Productions have produced high quality and highly successful programmes for more than a decade.

“It’s tremendously exciting to have found a broadcaster who we know will protect and nurture The Great British Bake Off for many years to come.”

Chris Baldwin, director of Consumer Programmes, Sodexo Benefits and Rewards Services, believes the move “offers a wealth of opportunity for brands and marketers”.

He explains: “With it almost guaranteed that the programme will play with television adverts before, during and after its air, as well as the removal of the BBC’s advertising limitations, brands will be desperate to partner with the production company to capitalise on its impressive viewing figures.

“With the new  channel no doubt set to embrace the huge revenue opportunity from brand promotion, brands looking to target viewers of GBBO will already be considering how to get their slice of the pie.”

Not only does Baldwin expect to see the advertising costs running alongside the programming going for peak price, but he believes brands will be looking to officially partner with Love Productions to maximise on the exposure GBBO brings through wider consumer promotions.

He adds: “Likely considerations for brands include selling their products with the added opportunity to win free tickets to any live showings, competitions to meet and greet with famous chefs – or the contestants themselves – or opportunities to win GBBO freebies.”

Jay Hunt, Channel 4’s chief creative officer, said: “Channel 4 is very proud to be the new home for The Great British Bake Off. I’m delighted we have been able to partner with the hugely talented team at Love Productions to keep this much loved show on free-to-air television.”