Spice Girls album of 1997 and was certified 8× Platinum by the IFPI for sales in excess of 8 million copies. That same month the Spice Girls attracted a crowd of 500,000 when they switched on the Christmas lights in Oxford Street, London. At the same time, Simon Fuller started to set up million pound sponsorship deals for the Spice Girls with Pepsi, Walkers, Impulse, Cadbury's and Polaroid. In December 1996, the group won three trophies at the "Smash Hits" awards at the London Arena, including best video for "Say You'll Be There". In January 1997, the group released "Wannabe" in the
Spice Girls Many commentators speculated that Fuller had been the true mastermind behind the group, and that this was the moment when the band lost their impetus and direction. Later that month, the Spice Girls became the first pop group to host ITV's "An Audience with..."; their show was watched by 11.8 million viewers in the UK, one fifth of the population. In December 1997, the second single from "Spiceworld", "Too Much", was released, becoming the group's second Christmas number-one and their sixth consecutive number-one single in the UK. The group ended 1997 as the year's most played artist on American radio.