The show has been one of the channel’s main revenue raisers since it launched in 2000 and the show’s current sponsor is Lucozade.
Viewing figures have been steadily dropping over the years, although still high enough to attract advertisers keen to reach the show’s young demographic. The current series was capturing an average audience of two million throughout July.
The finale of last year’ show peaked with 5.3 million viewers but this year’s final show is expected to produce far lower viewing figures.
Channel 4’s £180 million deal with Big Brother producer Endemol finishes after the 11th series, scheduled for next year.
Show sponsors overt the years have included Virgin Media, Talk Talk and Carphone Warehouse. The controversy over apparent racist remarks by Jade Goody in 2006 on Celebrity Big Brother saw Carphone Warehouse end its £3 million sponsorship deal.