Set to return in early 2026 from South Africa with a six-week run, the franchise continues to dominate the 16–34 demographic, delivering ITVX’s biggest series since launch and a social reach of 2.3 billion.
Produced by Lifted Entertainment, part of ITV Studios, and GroupM Motion Entertainment, the new version of the format will air on ITV2 and ITVX in the new year.
The current series, airing across ITV2 and ITV Hub, launched to a consolidated 5.0 million viewers across all devices (including catch-up across TV, mobile, PC, and tablet), up on 2021 by +0.2m making it the highest launch since 2019.
Cowles steps up from Director of Unscripted at the label, which has a broad and varied slate of well-known and long-running titles that also includes “The Voice,” “University Challenge” and “Countdown”.