[Tom]

I think a mix. Last years was a complete failure but it was advertised everywhere and they looked a bit foolish. Since Sunday Big Brother has been mentioned in the written media every day and will probably continue to do so. They seem to have upped the advertising this week with one of the appropriate adverts in each ad break. I think they've done it a little more subtly this time so they don't look as foolish but come Thursday morning it will be everywhere. I expect it to be mentioned in GMTV's Pick of the Day on Thursday too. Davina will be on Chris Moyles on Thursday and he mentioned Big Brother this morning.

Those who aren't aware will see it when either flicking through or looking at the TV guide. Many programmes get decent figures based on their name.