Channel 4 should be buoyed by Bake Off launch

Even though Republic of Media didn’t make the list of agencies deserving of a promotional cake from Channel 4 on launch date (i’m not bitter, but I hope the cake was…), I’m going to be nice about them.

They should be delighted with the overnights on episode 1 of Bake Off. 6.1m adults tuned in at the shows peak (6.5m including +1) and while this is 37% down on BBC1’s equivalent live figure last year, it’s still a great result.

More importantly for the commercial broadcaster, the key ABC1 adults demo peaked at 3.9m with an impressive 13.9 TVRs. That delivered a 33% share of ABC1s.

The same slot last Tuesday delivered just 5.6% share!

Consolidated ratings (within 7 days) should push adults close to 8m and the reviews suggest that the audience should hold up pretty well with a positive reaction to the new team and only the usual moaning about ads.

Any non-sport commercial programme achieving over 10 ratings per episode on a consistent basis is a huge success and provides a premium option for advertisers.

Tea and cake all round!

Tweet of the night goes to Yorkshire Tea – nice work…