Great British Bake Off: Will brands rise to the challenge?

After months of anticipation, The Great British Bake Off is returning this evening (29 August) to its new home on Channel 4.
Having spent £75m buying the rights to the programme from the BBC, Channel 4 needs it to be a ratings success to ensure it keeps sponsors and advertisers happy. So far, it seems the switch is not putting people off, with the new series receiving a higher proportion of solely positive tweets than last year’s, according to data from Kantar Media’s Social TV