The ABC has announced a second series for its hit panel TV show The Gruen Transfer.

Since debuting in late May, the show about advertising has regularly won its timeslot, averaging about 1.2 million people each week.

Following heavy promotion, hundreds of thousands of online users have also downloaded episodes.

The ABC said it was thrilled with the response and would start production on a second series early next year.

"Not only because it's an original Australian concept, but that it has worked on TV, as well as online," head of entertainment Amanda Duthie said.

Produced by talk show host Andrew Denton and hosted by Wil Anderson, The Gruen Transfer features insiders revealing secrets about the world of advertising, or talking about how to sell the unsaleable.

"In some ways, it feels like we've only just begun to explore the extraordinary world of advertising and its ways of persuasion," Denton said in a statement.

"We are also looking forward to handing out more impossible advertising challenges to the industry, such as making Sam Newman a spokesman for women's rights, or selling nuclear reactors as the must-have facility for your town."

The final episode of series one airs on July 30.