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After ten long weeks of frantic baking, difficult-to-digest puns and a lot of pastry-related stress, last night brought the finale of The Great British Bake Off (BBC One, 8pm).

The latest Screen Life research from Thinkbox has revealed that viewers pay more attention to advertising than they think – and the longer people watch TV, the more likely the are to explicitly recall an ad.

Developed with the aim of putting mobile “at the heart” of the TV experience, EE TV will allow users to watch programmes on their main TV set, as well as up to three smartphones or tablets at the same time, anywhere in the home.

Last night saw the powerful, famous and beautiful gather together in London’s Grosvenor House to heap praise and tacky awards on the normal people of the country in two-hour extravaganza of back patting and self-promotion.

Monday night saw ITV unleash a brand new twee regional detective series upon the TV schedule, with 9pm seeing fans of light-hearted murders descend upon Grantchester.

While The X Factor’s earlier 8pm performance on Saturday certainly saw an improvement, the tears and forced drama was over shadowed by the BBC’s sequinned secret weapon.

Thursday night saw the welcome return of BBC Two’s critically acclaimed gangster drama Peaky Blinders (9pm) as Cillian Murphy’s gangland boss welcomed in the 1920s with the usual visual flourish.

Commissioned by BrightRoll and conducted by Nielsen, the study set out to determine how the pairing of mobile and TV advertising can build incremental reach for brand marketers and improve cost efficiency.

The tool, bringing together geo-filtered UK Twitter data with Kantar’s audience research it will enable broadcasters, media agencies and advertisers to track how Twitter amplifies TV audiences.

Wednesday night finally brought the semi-final of The Great British Bake Off (BBC One, 8pm) to the nation’s screens after nine long weeks of tears, sweat, lots of butter and a heavy sprinkling of contrived controversies.