First Choice banks on reality TV

First Choice is hoping its continued sponsorship of reality TV show “I’m a Celebrity, Get me out of here”, will lead to a surge of new-year bookings. The operator claimed its association with the last series, which attracted an average audience of around 11 million people, was a huge success. The series aired during the peak January booking period and viewers were gripped by the antics of Jordan, Kerry McFadden and John Lydon. The next series of shows will start later this month and finish on December 5, but the operator is still hopeful of a surge in bookings after Christmas. “The show will put us in the mind of the consumer prior to January and that will give us the edge,” said First Choice marketing director Sam Turnbull. Stars for the next series are still being finalised, with former footballer Paul Gascoigne reported to have been offered in excess of £100,000 to appear.