I'm A Celebrity need to keep using their new "secret weapon" to pull in viewers.
Speaking on behalf of Betfred Lotto, Celebrity PR Specialist Kayley Cornelius told Daily Star: “I’m a Celebrity isn’t the only fan-favourite show that’s been taking chances on influencers lately. Shows like Strictly with stars like Joe Sugg and Saffron Barker, and Britain’s Got Talent, featuring KSI earlier this year, have also embraced the trend.
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“It’s a smart move by ITV to draw in support from this new wave of celebrities. 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."
Kayley explained that social media stars are vital to bring in new fans and keep the series afloat after an impressive 22 years on air: "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's already established fanbase will also "be key to her success" in the ITV jungle, as well as being "hugely popular with Gen Z". However: "Influencer contestants can still face some resistance from older viewers, as we saw with Nella Rose last year.
“ITV has pulled together an impressive lineup of big names for this year’s series, which is sure to attract a huge audience. What truly sets this year’s cast apart, though, is its appeal across all generations."
"With rising stars like GK Barry popular among Gen Z, plus the shock factor of Coleen Rooney and Tulisa Contostavlos, millions will tune in just for them. And of course, there are the fan favourites, like Corrie’s Alan Halsall, Strictly’s Oti Mabuse, and Loose Women’s Jane Moore.
“Looking ahead, it’ll be crucial for ITV to continue casting a wide range of talent from all walks of fame to keep viewers engaged.”
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