UK’s Channel 5 is set to record its biggest TV advertising take with revenue up 28 per cent to more than £350 million this year owing to shows like Big Brother.

Channel 5 has managed to increase its year-on-year TV advertising sales by about £70 million – the broadcaster made about £280 million in TV ad revenue in 2010 – as a new sales strategy, strong programming and the return of some key advertisers fuelled growth.

Desmond’s deal to bring Big Brother to the channel – a £20 million multi-year agreement finally struck in March with the programme’s producer Endemol – has dramatically increased the advertiser-friendly audience of 16 to 34 year olds.

Channel 5 also benefited from the return of TV advertising spending from clients represented by the media agency Aegis, which buys advertising space for brands including Asda, British Gas and Coca-Cola, which came off the broadcaster for the best part of nine months last year.

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