The UK media is reporting that 2011 will be Channel 5”s best-ever year for ad revenue. While official figures have not yet been released, reports suggest C5 will experience a 27% lift in ad revenue in 2011 (£350m, up from £280m in 2010).

Key reasons cited include the success of Big Brother (which gave the channel a greater share of 16-34 year-olds) and the takeover by Richard Desmond, which has allowed Channel 5 to offer advertisers deals that also include OK! Magazine, The Daily Star and The Daily Express (other brands in Desmond”s stable).

The Guardian Newspaper is also citing the fact that media agency Aegis is also back on board at C5, bringing in brands like Asda, British Gas and Coca-Cola.