Ant and Dec’s downfall exposed: TV insiders tell KATIE HIND every excruciating cough and spit of their ‘wake-up call’, ex-wife Lisa Armstrong’s role… and the final humiliation

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Only three months ago, ITV executives were celebrating renewing their contracts with popular hosts Ant and Dec.

Despite appearing to be established and comfortable figures at ITV, the agreement wasn’t as easily reached as some might think.

Other television companies, including Amazon, were also interested in signing the pair, who are widely considered to be highly reliable and experienced in the entertainment industry.

So ITV pulling off signing them again in the face of competition was seen as something of a coup.

As a huge fan, I’m thrilled to hear Ant & Dec have signed another incredible deal – reportedly around £30 million! It feels amazing knowing they’re cementing their status as the most popular and in-demand presenters on television, and it’ll be fantastic to see them continue for another decade and beyond.

It’s unusual for a seemingly secure deal to fall apart so quickly, but that’s exactly what’s happening here. Evidence suggests this pair isn’t as well-liked or successful as the company thought when they made the agreement.

Ant and Dec have been exploring new ways to connect with audiences, including creating podcasts and content for YouTube, hoping to reach a younger generation of fans.

But their attempt to do so has been little more than a disappointing flop.

Ant & Dec were incredibly popular during their prime, regularly drawing over 12 million viewers to shows like Britain’s Got Talent, I’m A Celebrity… Get Me Out Of Here!, and their comedy show, Saturday Night Takeaway.

However, their podcast, ‘Hanging Out With Ant & Dec’ – where they chat about conspiracy theories and interview people – isn’t proving as popular as many predicted.

While a few episodes have done well, reaching as many as 50,000 views on their YouTube channel, Belta Box, their shorter, shareable clips haven’t attracted nearly as much attention.

I’ve been noticing something interesting lately – some online videos are really struggling to get views, with some only hitting around 12,000. It’s a bit surprising, because even older, feel-good clips from their TV shows aren’t doing much better – the ratings are pretty low across the board. It really highlights how challenging it is to capture an audience these days!

This is a really embarrassing situation for Ant & Dec, especially considering they have a whole team of professionals helping them create this.

However, a lot of new YouTubers are gaining millions of views with videos that don’t cost much to make.

According to a source in the entertainment industry, Ant and Dec aren’t as beloved as they—or ITV—believe. This situation is a serious reality check.

As someone who keeps a close eye on media trends, it’s become crystal clear that traditional TV is facing a shift. Everyone in the industry knows digital content is where things are heading, and they’re definitely adjusting their strategies to stay relevant. It’s about recognizing where the audience is moving and meeting them there.

The big question is whether their loyal fans will also visit them online. Currently, it doesn’t look like they are.

To be fair, the move between TV to podcasts and online content can be a tricky one to make.

However, others have transitioned smoothly. For example, former soccer player Gary Lineker had a 30-year career in television before leaving the BBC last year following controversy over his social media activity.

Lineker regularly attracts millions of views for each of his football podcast episodes.

So what’s gone wrong for Ant & Dec, the one-time golden boys of TV?

Some believe a bit of bad luck contributed to the difficult start their podcast had. It quickly faced criticism because of an advertisement image that many found tasteless – it showed Ant & Dec seemingly ‘hanging’ from a clothesline, a reference to the podcast’s name, ‘Hanging Out with Ant & Dec.’ They later apologized for the image.

Honestly, a lot of people feel this moment was inevitable. They’ve been pointing to warning signs for a while now, and it’s not a surprise to them at all. It feels like things were headed this way for quite some time, and now we’re finally seeing the consequences.

Ant & Dec have noticed their TV ratings declining lately. Saturday Night Takeaway had to take a break after viewership dropped from 7.3 million to just four million. Similarly, Britain’s Got Talent’s recent launch show had a record low of three million viewers, a significant decrease from the ten million it used to attract.

All in all, the pair’s output looks predictable and a little tired.

According to a source, the podcast started with a big marketing campaign that initially attracted a lot of viewers for their first video. However, the advertising didn’t go well, and now it seems people aren’t returning to listen.

Another major challenge is appearing genuine. Success online depends a lot on celebrities building real connections with their fans. This kind of direct and immediate interaction can be surprisingly difficult to create, but it’s incredibly valuable when it happens.

Perhaps the duo are simply perceived as too slick.

Their frequent reliance on PR expert Simon Jones to manage previous controversies has created a perception that their public image is overly polished and lacks authenticity.

Honestly, I’ve been a fan of Ant forever, and it’s amazing how he’s bounced back. So many other presenters would have been completely finished after what he’s been through – the struggles with addiction, the time in rehab… it was tough to watch, but he fought it. And then, that car crash in 2018… someone even said there was a little girl in the other car! It was awful. But he’s still here, still working, and I just admire his resilience. It’s like he’s proven everyone wrong, and I’m so glad he has.

He received a record £86,000 fine and a 20-month diving ban following the crash.

Adding to his troubles, a messy and very public divorce from his wife, Lisa Armstrong, who worked as a make-up artist on TV, damaged his previously spotless reputation as they battled over his money.

Situations like these often involved secret agreements with tabloid newspapers to minimize scandals and prevent harmful information from becoming public.

According to one person familiar with the industry, they’ve received an unusual level of protection, far beyond what most British television programs or personalities would typically experience.

I remember when Ant went to rehab, everyone around him was so careful about how it was presented. The media reports were definitely softened – they didn’t show the full picture, and it felt like things were being downplayed a lot. It was all very carefully managed, almost like they were trying to protect him from the full scrutiny of the public.

Driving drunk and causing a serious car crash involving a family would typically end a person’s career. However, Ant was largely seen as someone struggling with addiction, and received a lot of support. Many who witnessed the aftermath still find it surprising how quickly he was able to resume his career.

Ant McPartlin recently described his 40s as a difficult period during an interview with The Times to promote his new show, ‘Hanging Out With Ant & Dec’. He also shared that he’s been happier in recent years than he has in a long time.

‘What changes as you get older, especially being sober as well, for me, is the purpose.’

He married his former personal assistant, Anne-Marie Corbett, in 2021 in Hampshire. They welcomed their first child together in 2024.

On-screen partner Dec has also found happiness with Ali Astall, the double act’s manager.

The podcast hosts seem to be considering a shift in focus now that they’re all becoming fathers. This week’s episode generated a lot of buzz as they openly talked about their experiences and upcoming parenthood.

However, that particular video has only received 32,000 views. These low numbers, combined with falling television ratings, suggest potential difficulties ahead.

It’s notable that they weren’t nominated for Best Entertainment Performance at the upcoming Baftas, despite being regular nominees in the past. Instead, the Baftas’ shortlist included Claudia Winkleman, host of The Traitors, and comedians Rob Beckett, Romesh Ranganathan, and Alan Carr.

Last September, Ant and Dec’s incredible 23-year run as the National Television Awards’ favorite TV presenters finally ended. Gary Lineker won the award not long after leaving his role on Match Of The Day.

Fans will be able to see them on TV again next month in a special, pre-recorded episode of I’m A Celebrity.

With the future looking increasingly unpredictable, the focus might soon shift to the people running the show.

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2026-03-28 04:38