 The second burst lasted through December . The focus moved to <unk> television , with appearances in live televised football matches , films , and popular programming such as I 'm a Celebrity , Get Me Out of Here ! . Two further bursts were commissioned for 2006 , to run from 15 May to 9 June and 22 August to 8 October . Programmes selected for the May – June burst included Celebrity X Factor , Big Brother and live football and cricket matches . The final series of spots ran during programming totalling 56 ratings points per week ( 56 % of British television viewers ) , with much of the budget assigned to <unk> television . 
