ITV splurged a rumoured £1.5million for him to star on the show, but an I’m A Celebrity fan reckons Nigel Farage has cost the broadcaster much more than they might have realised.
The former UKIP leader’s inclusion in this year’s line-up has proved to be incredibly controversial ever since it was announced, with fans vowing to boycott the programme during its launch. Subsequently, the opening night’s ratings dropped by millions compared to the 2022 ITV series as it pulled in a peak audience of 7.8million and an average of 7million. This was down from a peak 10 million and average 9.1 million in 2022.
During the first three episodes of the series, viewing figures were down by more than two million – around one in four – versus the year before. As a result, it’s bad for ITV’s ad revenue, particularly considering the hefty fee bosses have paid to have Farage on the show.
One fan pointed out on X, formerly Twitter: “Nigel Farage costing ITV 25p in every £1 of ad revenue versus last year’s #ImACeleb is the Brexit benefit no one foreseen.” While another commented: “I worked in Advertising a Company takes years to build up a Reputation but can be gone in a nano second.”
Similarly, hosts Ant and Dec have been hit with backlash that they’ve not seen before on social media following Farage’s signing. After sharing an innocent cheeky video today as they showed what it was like behind the scenes on set, they were swamped with a wave of negative comments slamming them over giving Farage the thumbs up to appear on the show.
One tweeted: “Have always liked you but allowing someone who has lied to the public and stoked racism to career wash himself on your show is irresponsible and disgusting. Reducing every single thing only to its entertainment value is why we’re in a mess, It’s gross & damaging. Shame on you.”
While another sarcastically seethed: “The uk will be a more divided and hateful place after this series. Well done lads I hope you made your bag.” A third raged: “Sorry @antanddec not watching a show that dresses up Farage as comedy while paying him the outrageous figure of £1.5 million (£1.5 million !!!!).” Another asked: “Are you going to bring in Tommy Robinson to replace Grace Dent? #I’mAFascist.”
It comes after it was revealed that ITV’s most senior boss mocked Farage at a promotional event – including making a crude gesture. The channel’s managing director Kevin Lygo, 66, was accompanied on stage at Tuesday night’s ITV Palooza by a sign language interpreter. Speaking in front of a host of ITV stars including Susanna Reid, Davina McCall and Lorraine Kelly he joked: “Thank you to the signer I don’t know any sign language, I just know the sign for Nigel Farage.”
Mr Lygo was then seen to make a rude one-handed gesture. Speaking later about the former Ukip leader and Brexit campaigner, he added: “Don’t worry, he knows he has to come home from Australia in a dinghy.”
