Ant and Dec Set to Sign £30 Million Deal with ITV as They Turn 50

Anthony McPartlin and Declan Donnelly, known collectively as Ant and Dec, are reportedly close to finalizing a lucrative three-year deal with ITV, valued at an estimated £30 million. This agreement, often referred to as a “golden handcuffs” deal, is strategically timed to coincide with their milestone 50th birthdays this autumn, ensuring the beloved duo remains loyal to the British broadcaster as competition from streaming platforms intensifies.

Industry insiders have indicated that the contract negotiations are nearing completion, allowing Ant and Dec to continue their successful partnership with ITV for an additional three years. The deal is particularly significant in light of recent talent acquisitions by rival platforms, such as the departure of former This Morning host Holly Willoughby to Netflix.

An industry insider commented on the importance of this agreement, stating, “This is one of the last golden handcuff deals in television, but ITV sees Ant and Dec as a worthwhile investment. They’re still loved by the public and front some of the channel’s biggest and most successful shows.” The timing of this deal could not be more fortuitous, aligning perfectly with the duo’s upcoming milestone birthdays.

Despite the rise of streaming services, ITV aims to secure its long-term relationship with Ant and Dec, who have been integral to the network’s programming. The insider noted that this contract will help prevent counter-bids from platforms increasingly moving into the light entertainment sector. Notable examples include Disney+ rebooting Blind Date and Netflix launching shows like Celebrity Bear Hunt, which was perceived as a derivative of ITV’s successful jungle format.

Ant and Dec are expected to make an official announcement regarding the deal in early 2025, following the expiration of their current contract. As they prepare to celebrate their 50th birthdays, this agreement marks both a personal and professional high point for the duo, who first met as child actors on the BBC children’s drama Byker Grove in 1990.

Born in Newcastle in 1975, Ant celebrates his birthday on November 18, while Dec’s is on September 25. After transitioning from acting to pop music as the duo PJ and Duncan, they achieved lasting success as television presenters. Over the years, they have hosted several flagship programmes, including SMTV Live, I’m a Celebrity…Get Me Out of Here!, Saturday Night Takeaway, and Britain’s Got Talent.

Ant and Dec’s history with ITV includes previous “golden handcuffs” contracts, such as a multi-year agreement in 2016 valued at £30 million for three years, alongside earlier deals from the 2000s worth up to £40 million. As their relationship with ITV solidifies, the duo not only continues to capture audiences but also cements their status as two of the most recognizable faces in British television.