Brian Dowling returned to host the main show, with Emma Willis, Alice Levine and Jamie East also returning to host spin-off show "Big Brother's Bit on the Side". This series was sponsored by hair product brand Schwarzkopf Live Color XXL. Though overall ratings were higher than the previous series, the episode broadcast on Friday 27 July recorded the lowest figures in the programme's history at just 615,000 (being broadcast at the same time as the opening ceremony of the 2012 Olympics), then the episode broadcast on 12 August recorded even lower figures at just 483,000 (being broadcast at the same time as the closing ceremony).