Celebrity Big Brother 2010, also known as Celebrity Big Brother 7, was the seventh series of the British reality television series Celebrity Big Brother and the final series to air on Channel 4 and E4. It began on Sunday 3 January 2010 and aired for 27 days until the final on 29 January 2010, the longest ever celebrity series in the UK. The series launched with 6.7 million viewers and went on to become the most watched series of Big Brother UK since 2007, averaging 3.7 million viewers per night Davina McCall returned as main presenter, also hosting Big Brother's Big Mouth. George Lamb also returned to present Big Brother's Little Brother. The show was sponsored by the bed retailer Dreams, who also sponsored the previous celebrity series. Alex Reid won the show with 65.9% of the final vote, hence becoming the final Channel 4 Celebrity Big Brother winner. Alex's percentage equates to 36.88% in real terms, beating the series runner-up by a margin of over 17%.