Bake Off adverts turn off viewers

VIEWING figures for The Great British Bake Off dropped 400,000 in a week amid a fan backlash over Channel 4’s inclusion of lengthy advert breaks.

Audiences expressed fury about the final break, which comes just before the results of the competition are announced and lasts four minutes – despite there being fewer than three minutes left of the programme.

Frustrated fans took to social media, where one wrote: ‘Is it me or are there loads more adverts in that last slot? It’s annoying enough as it is @Channel4!’

Another said: ‘This final advert break is particularly pointless. @Channel4 @ BritishBakeOff get rid of it.’

Overnight ratings for Tuesday’s episode dropped to 5.4million, falling 400,000 compared to the first broadcast last week. But Channel 4 was yesterday celebrating the seven-day audience for the launch episode. The total, including those watching online, topped 9.7 million – one of the highest in the channel’s 35-year history.

It is also the third-highest audience for a Bake Off launch since the show began in 2010. Full ratings for last year’s launch on BBC One were 13.6 million.

A spokesman for Channel 4 said: ‘Advertising ensures that UK-produced shows like The Great British Bake Off stay free-to-air for viewers to enjoy.’