GK Barry is ITV's "secret weapon," yet "older viewers" may not warm to her.
Speaking on behalf of Betfred Lotto, Celebrity PR Specialist Kayley Cornelius told Daily Star in an exclusive interview: “I’m a Celebrity isn’t the only fan-favourite show that’s been taking chances on influencers lately. Shows like Strictly Come Dancing, with stars like Joe Sugg and Saffron Barker, and Britain’s Got Talent featuring KSI earlier this year, have also embraced the trend."
“It’s a smart move by ITV to draw in support from this new wave of celebrities."
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"Not only does it show that broadcasters are staying on-trend and open to cultural shifts, but it’s a strategic response to the ongoing battle of losing Gen Z and younger viewers to YouTube and streaming platforms. Including influencer talent could be a big part of their plan to win back this demographic—so ITV’s very own ‘Saving Grace,’ GK Barry, might just be the network’s secret weapon.
Grace may not be well known among I'm A Celeb's usual fanbase, but social media stars on mainstream TV - such as on reality shows and in presenting roles - could become the new normal in years to come.: “While Grace may be a new name to some, talents like her represent the future of TV."
"GK's knack for captivating audiences and her quick wit make the podcaster the kind of talent producers love, and she already has millions of fans rallying behind her to become the next queen of the jungle," Kayley explained.
Grace's already established fanbase could prove very important to ITV: “Support from her fans will be key to her success in the I’m A Celeb camp. While she’s hugely popular with Gen Z, influencer contestants can still face some resistance from older viewers as we saw with Nella Rose last year."
“But Grace may have an edge where others fell short. She’s already begun breaking into mainstream media with appearances on Loose Women and her popular podcast, helping her reach a broader audience. To many, she’s probably already a familiar face."
"Her time on I’m A Celeb will be a huge opportunity, introducing her to a new demographic and building trust with those who might know her name but not her story. If she plays it right, this could be a massive step up in her career.”
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