By Nikki Sandison, Brand Republic , 03 July 2008, 12:35pm

Endemol brings ads to Deal or No Deal website

LONDON - Endemol is opening up advertising on the website for hit Channel 4 game show 'Deal or No Deal' and has awarded online ad network eType an exclusive contract to sell all display inventory.

The website keeps viewers up to date with the latest developments from the show, hosted by Noel Edmonds, and allows users to play online.

'Deal or No Deal' first launched in the UK in October 2005 and has become one of Endemol's most profitable properties.

The show attracts an average daily audience of 3.7m on Channel 4 and the format has aired in over 80 countries worldwide.

Jurian van der Meer, head of brand exploitation at Endemol Digital Media, said: "With its huge following and wide demographic spread 'Deal or No Deal' has enabled us to diversify into a range of interactive formats from video games to mobile.

"However, it is the web that offers the most interesting commercial opportunity from an advertising standpoint.

"EType was able to offer the types of advertisers that our audience would respond to positively and would complement our TV profile."

Rob Gay, managing director of eType, said: "'Deal or No Deal' is a great entertainment brand and the website provides advertisers with a fantastic environment for reaching new audiences."