ANT: ITV IS LOSER
Takeaway to cost fortune
Star’s year off set to cost £9m:
TROUBLED Ant McPartlin’s decision to take the rest of the year off looks set to cost ITV a £9million fortune.
He and sidekick Declan Donnelly are the channel’s “golden boys” who help rake in an annual advertising bonanza. Now alarm bells are ringing after the pals announced they are “resting” Saturday Night Takeaway in 2019 so that Ant can continue his treatment for addiction.
The Geordie duo front ITV’s three biggest family entertainment shows – Takeaway, Britain’s Got Talent, and I’m A Celebrity.
Money experts revealed that whenever Ant and Dec are on air, the station’s advertising revenues increase as they are so popular and draw record audiences. Financial analyst Alex DeGroote from DeGroote Consulting said: “A peak-time advert of 30 seconds airing during Saturday Night Takeaway, Britain’s Got Talent or I’m A Celebrity would cost around £50,000.”
It is estimated that ITV makes £9m during Takeaway’s six-week run of 90-minute shows. Any replacement is unlikely to rival the show’s viewing figures of around 10m. Ant also announced that he is taking the rest of the year off – meaning he will not join Dec for I’m A Celebrity in November. That could also harm advertising revenue if fans do not like watching Dec on his own or with a new co-presenter.
Earlier this year, it was revealed ITV’s value had plunged by £1.2billion. The company, which was worth £7bn in June 2017, was valued at £5.8bn. And days after Ant was arrested on a drink-drive charge back in March, the share price tumbled from £1.80 to around £1.40. Yesterday it was £1.68. Last night, ITV declined to discuss revenue figures for individual programmes. A spokeswoman said they would announce Takeaway’s replacement “nearer the time.”
NO APPETITE: Duo have axed Takeaway for 2019