ITV is expanding its daytime lineup with the addition of "Time Is Money," a high-stakes quiz show set to air on ITV1 and ITVX. Produced by South Shore and Plegazoid, and distributed by ITV Studios, the show introduces a unique format where contestants start with their prize money at stake and must race against the clock to keep it. Incorrect answers result in their cash slipping away.
"Time Is Money" will be hosted by Sara Davies, entrepreneur and star of "Dragons’ Den," whose quick wit and engaging personality make her an ideal guide for contestants navigating the intense rounds of this fast-paced competition. The final player standing will take home whatever funds they have managed to retain, ensuring every decision could be a game-changer.
Katie Rawcliffe, Director of Entertainment & Daytime at ITV, framed the production of the title within a lineup of similar shows: "It’s been fantastic to see our afternoon game shows continue to thrive this year, with "The Chase," "Deal or No Deal," "Lingo," and "Tipping Point" all delivering strong ratings and growing audiences. "These shows have become a staple of daytime TV, and we’re thrilled to add "Time Is Money" to the mix. With its unique blend of fast-paced quiz action and high-stakes drama, "Time Is Money" will perfectly complement our existing lineup, as will Sara Davies as host," commented.
Meanwhile, Sara Davies expressed enthusiasm for hosting the show: "I’m absolutely delighted to be hosting "Time Is Money." This show is unlike anything you’ve seen before — it’s full-on, it’s exhilarating, and the pressure is real. It’s going to be a rollercoaster of excitement and tension, and I can’t wait to see who’ll keep their cool under pressure. Get ready for a make-or-break adventure, because time really is money!," stated.
The start of 2025 marks another strong period for afternoon game shows on ITV1 and ITVX, with programs such as "The Chase," "Deal or No Deal," "Lingo," and "Tipping Point" continuing to dominate the daytime TV landscape. Building on this success, ITV Daytime is introducing "Time Is Money" as a fresh addition to its slate. ITV1’s daytime share of viewing is more than double that of Channel 4 and Channel 5 combined, and ITV’s daytime share remains 10 points ahead of Netflix, its closest competitor.
"The Chase" has been the number one show in daytime since 2017 for nine consecutive years. It saw a year-over-year increase in January, with 18 episodes already reaching 3 million or more viewers. Since the launch of ITVX, it has become the second most-watched FAST channel, with streams of the show in January up by 27%.
Also, "Deal or No Deal" also continues to perform strongly, with ten episodes this year drawing 2 million viewers or more. The show is experiencing significant growth on ITVX, generating 10 million streams throughout 2024 and already reaching 6.8 million streams in the first eight weeks of 2025.
Meanwhile, "Lingo" has seen a 14% increase in viewership compared to Q1 2024. On January 24, 2025, it was watched by 1.1 million viewers, its highest audience since 2023. On ITVX, it has accumulated 3.2 million streams in eight weeks, nearly half of last year’s total (7 million). Finally, "Tipping Point" is averaging 1.6 million viewers per episode, with a peak of 2 million. Having achieved 22 million streams on ITVX last year, it has already been streamed 3 million times so far this year.
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