Why ITV Ditched Lorraine and Loose Women for Football’s Big Bucks
ITV
has reduced Lorraine Kelly’s broadcasting hours because the demographic of older women might not be as attractive to sponsors.
The
i Paper
has learned.
According to insiders, the broadcaster is aiming for younger, “more varied” audiences as it competes with streaming services that have substantial funding.
The savings resulting from these extensive reductions will be allocated to finance various sports competitions, starting with the upcoming year’s event.
World Cup
, and primetime shows such as
Mr Bates versus The Post Office
, making it more appealing to advertisers.
Kelly’s self-titled show will be shortened from one hour to 30 minutes as part of a revamp of the daytime programming lineup aimed at cutting expenses, which is anticipated to result in over 220 job losses.
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From January 2026,
Lorraine
, which currently airs nearly all year round, will be limited to 30 weeks out of the 52-week period.
Good Morning Britain
(GMB)
The duration will be increased by 30 minutes when Lorraine is off-air, extending it until 10 am.
Loose Women
will also be reduced to 30 weeks per year. Along with
Lorraine
and
This Morning
It will lose its specialized editorial staff. To eliminate redundancy in aspects like guest booking, the programs will now be handled by one centralized production team that shares resources.
ITN’s ITV News is poised to assume responsibility for the production.
GMB
, adding a stronger focus on hard news and increased coverage of local stories to the morning show, co-hosted by Susanna Reid.
A representative from ITV stated: “These daytime modifications will provide extra funding for investments in shows such as period dramas.”
Mr Bates versus The Post Office
And in covering major sporting events such as next year’s football World Cup along with some of the UK’s most prominent reality and entertainment programs.”
Employees stunned by extent of reductions
Staff members were stunned and used the term “bloodbath” to describe the cuts following their meeting with ITV daytime executives earlier this week.
ITV did not refute the possibility that nearly half of the 450 employees in their daytime programming division might face risks as part of their proposed changes.
However, the broadcaster mentioned that due to declining daytime viewership, significant changes were necessary to safeguard ITV’s future.
GMB
has dropped from a high of one million viewers since the presenter
Piers Morgan left
In 2021, it reached 700,000 and consistently ranks lower.
BBC Breakfast
.
A high-ranking ITV official stated: “This isn’t an indication of the quality.”
Lorraine
Present or the remainder of the daytime programming schedule. This aims at addressing the query – how can we allocate funds from producing seven-and-a-half hours of daytime television and redirect them towards enhancing dramas, sports, and entertainment?”
Daytime programs, lacking substantial viewership once they hit streaming services and primarily appealing to an older demographic of women, possess a viewer base that is considered less valuable. According to someone from ITV, “Prime-time program categories boast larger audiences that are both more varied and more enticing for sponsors.”
Sports programming attracts a predominantly male viewership that isn’t readily drawn to other shows. The saved daytime hours will be redirected towards producing additional drama series.
Mr Bates Against The Post Office
And the upcoming summer’s World Cup.”
Although these savings will assist ITV in covering the 2026 men’s tournament broadcast from North America, Canada, and Mexico, they won’t be utilized to provide Gary Lineker with a renewed presenting contract.
The i Paper
understands.
Sources indicate that ITV is quite pleased with its sports presentation lineup, spearheaded by Mark Pougatch and Laura Woods.
What will become of Lorraine Kelly’s program?
Kelly, aged 65, who has become immensely popular among older women due to her candid and down-to-earth conversations about health topics, seems to be the one most affected by these changes.
A report indicated that the host, who recently made a return to television following keyhole surgery, viewed the downsizing as “a kick in the teeth.”
However, an insider mentioned: “Before anyone else, Lorraine was consulted regarding the restructuring. She grasped that ITV needed to implement alterations and several possibilities were deliberated.”
She will continue to attract the same caliber of guests. In fact, she might appear more frequently due to the show’s extension from four to five days a week.
Informants near Kelly stated that rumors suggesting she might resign due to the budget reductions were unfounded.
What is going to occur with Loose Woman?
The revamp will probably result in fewer performers for the noon-time program as well.
Loose Women
, featuring presenters such as Denise Welch, Christine Lampard, and Charlene White. With a roster of 26 individuals, this group is expected to undergo some tightening, reducing appearance opportunities for those not part of the core debate show team.
ITV isn’t the only one looking at cutting daytime TV programming. The BBC also eliminated its evening soap opera.
Doctors
and Channel 4 stated on Wednesday that they would discontinue shows such as
Steph’s Packed Lunch
Presented by Steph McGovern, this initiative has led to substantial cost reductions.
ITV is eager for a reality show success to rival
The Traitors
On BBC One, however, these programs can be costly and carry a higher risk.
It will be launched next year.
The Neighbourhood
Presented by Graham Norton, this show brings families together to reside on a uniquely built street and challenges them to compete for a “life-altering” monetary reward.
ITV feels there is continued worth in daytime television despite declining viewership figures, and does not intend to make alterations.
This Morning
’s airtime.
Kevin Lygo, ITV’s Director of Television, stated that these adjustments in scheduling and production would permit ITV to offer “the news, debates, and discussions their audience loves, presented by familiar and trustworthy hosts,” along with cost reductions that would facilitate reinvestment into various programming categories within the network’s budget.
Spokespersons for Lorraine Kelly chose not to comment.