By Lucy Tesseras

Tonight (7 October) millions of viewers will tune in to BBC One to see the crowning of this year’s Great British Bake Off champion.

The show has become a national institution after six series, consistently attracting around 12 million viewers per episode, but its wider effect on kitchenware brands is even more powerful according to new analysis of search keywords from marketing consultancy Summit.

Searches for baking products online have increased by an average of 22% since the current series began on 5 August, but even more significantly, sales of baking products have risen by 214% compared to the weeks before it Read full story ›

Source: Marketing Week