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Munch Bunch: six-figure deal with C5

 Channel 5 is claiming a dramatic improvement in impacts since last year.

Whereas ITV1's adult impacts were down 21% in January and Channel 4's down by 8.4%, C5's were up by an impressive 11.2%.

C5 has scored ratings success with Aussie soap Home and Away and director of programmes Kevin Lygo's strategy of showing documentaries at 8pm, as well as films at 9pm, is drawing higher peak audiences.

In recent weeks, C5 is claiming it has given C4 a run for its money. On Saturday night, it grabbed a 9.7% audience share, while C4 hooked only a 7.7% share during peak time.

On Tuesday night, C5 again came top, with a 9.1% share in peak time. C4 got a 7.4% share.

C5's deputy chief executive Nick Milligan said: "Since last July, the channel has changed its profile and grown its audience.

"We're extremely heartened that the new Barb panel in 2002 has continued to reflect this viewing trend.

"ITV's deals are now contractually linked to its audience share, so now at last, it's powerless to stop revenue following audiences unless the product improves."

MediaCom director Tina Digby said: "It's good to see Channel 5 doing so well, the variety of programmes it offers is certainly paying off."

In another boost to C5 this week, children's yoghurt and fromage frais brand Munch Bunch has signed a six-figure sponsorship deal with C5's pre-school Milkshake strand.

The one-year sponsorship package, secured by Drum PHD, will see Munch Bunch sponsoring a selection of programmes including Dappledown Farm; Tickle; Patch & Friends and Havakazoo.

The sponsorship will take the form of 10-second idents at the start and end of each programme.