Channel 4 has reported a tremendous increase in the number of video’s downloaded from their Celebrity Big Brother WAP site since the clips became ad-funded. (video)
In order to receive the video download for free, the viewer first watches a 10 second pre-roll video from well known consumer brands such as Domino’s Pizza, Pot Noodle, and Nintendo. Since moving from a “pay per view” model (£0.50 per video) to an “ad funded” model, the volume of videos downloaded has increased ten-fold, according to Channel 4.

Here is a Domino’s Pizza ad, followed by a Big Brother clip:

Here is an advertisement for Pot Noodles, followed by a Big Brother clip: