Fourth series of Big Brother fails to excite viewers

by Alexandra Jardine, Marketing 26-Jun-03

Big Brother mania may officially be over, as this week's OMD Snapshots survey confirms that the majority of last year's viewers are switching off this year's version of the Channel 4 reality TV show.

More than three-quarters of viewers who watched Big Brother 3 last year said they were watching Big Brother 4 less. Only 17% admitted to watching it more than last year and just 4% are new viewers to Big Brother. Of the total 1050 people surveyed, 70% are not watching the programme at all.

The survey backs up flagging viewing figures for the show, which has so far failed to deliver the year-on-year ratings growth of Big Brother 2 and 3. 'Boring' housemates and a lack of alcohol due to contestants failing tasks have been blamed.

However, all might not be lost. C4 hopes to boost ratings by sending housemate Cameron to South Africa in a swap with an African contestant for a week.

BIG BROTHER

Have you been watching any of the Big Brother television programmes?

Yes 30%

No 70%

Do you think you are watching this year's Big Brother more or less than

last year? (Of those who have been watching Big Brother this year)

More 17%

Less 79%

Didn't watch last year 4%

For enquiries about OMD Snapshots call 020 7893 4124