Ant & Dec’s £30m Deal Faces Shocking Decline: From Golden Boys to Struggling Hosts?
Just three months ago, ITV executives were toasting to a new £30million contract with TV’s golden duo, Ant McPartlin and Declan Donnelly. The deal was seen as a triumph, securing their future as the network’s most sought-after presenters. However, the sheen on their golden handcuffs contract has quickly tarnished, with signs emerging that the pair may not be as popular as ITV thought.
Once boasting audiences of over 12 million for shows like Britain’s Got Talent and I’m A Celebrity… Get Me Out of Here!, Ant & Dec have tried to diversify, launching a podcast and producing YouTube content aimed at capturing a new generation of fans. But their efforts have been met with disappointing results, with their podcast Hanging Out with Ant & Dec struggling to attract significant attention.
Some episodes have managed up to 50,000 views, but the viral clips that were supposed to create buzz have earned as little as 12,000 views. This stark contrast to the success of amateur YouTubers is a major blow for the pair, who have a full production team behind them.
An insider reveals, “Ant & Dec are nowhere near as popular as they think they are. It’s a real wake-up call for them and ITV.” Despite attempts to evolve, the duo’s online content has failed to convert their loyal TV audience. The real question now is whether their traditional viewers will follow them into the digital age. So far, the answer seems to be no.
Their decline has been further exacerbated by a series of public setbacks, including a highly criticized podcast ad campaign and a dramatic drop in ratings for Saturday Night Takeaway and Britain’s Got Talent. Once pulling in millions, these shows are now struggling to capture the same attention, with recent numbers falling to just 3 million viewers.
Despite this, Ant & Dec continue to enjoy media protection, with their past controversies—such as Ant’s rehab stint and the drink-driving incident in 2018—largely played down. But as their TV ratings and podcast views continue to drop, questions are being raised about their long-term future in the industry.
Their lack of a Bafta nomination this year and the end of their 23-year winning streak at the National Television Awards marks a significant shift in their status as the faces of British TV.
As the pair prepare for the all-star edition of I’m A Celebrity next month, the question remains: Are Ant & Dec still the TV giants they once were, or is their reign finally coming to an end? The numbers may speak for themselves.
