The Jeremy Kyle Show brought in £80m in advertising revenue to ITV, according to media agency estimates.
ITV axed the talk show last week after a contestant died after appearing on the programme in a suspected suicide.
Media agency sources calculate that a 30-second spot during The Jeremy Kyle Show bought as part of a campaign targeting housewives with kids would cost about £12,000, assuming the brand received an average deal discount.
An average of four 210-second breaks in each episode would mean the show would generate £328,000 in ad revenue a day, £6.9m a month and £83.55m if it were to run across the whole year. This does not take into account revenue next to repeats on the show on ITV2.
Sun Bingo’s year-long £2m sponsorship of The Jeremy Kyle Show kicked off in July 2018 and so ITV has lost out on roughly eight weeks of revenue (or £300,000). It is understood that the brand, which works with M/SIX on media, was open to renegotiating the partnership before the recent controversy.
To put those figures into context, ITV generated £1.8bn in ad revenue in 2018, so Jeremy Kyle's estimated contribution accounts for less than 5% of all ad revenue.
The Jeremy Kyle Show performed strongly for a daytime programme, regularly generating one million viewers.
Media agency sources calculate that the repeats of Dickinson's Real Deal that replaced The Jeremy Kyle Show last week only delivered about 0.6% of the target audience (television ratings or TVRs) for brands targeting housewives with kids compared, with the 2.4% achieved by The Jeremy Kyle Show.
If the programme that replaces The Jeremy Kyle Show delivers only half of its audience, the value of the ad minutes for the rest of the year could fall from around £50m to £25m.
Despite this, because of the way TV is traded in the UK, ITV will not lose this money. If overall audiences fall, this simply pushes up prices as agencies agree to spend a certain proportion of their TV spend with ITV in annual (or two-year) deals.
It could, however, affect ITV’s future deals with agency groups if its overall share of commercial impacts falls.
Media agencies have been told ITV is considering extending This Morning and scheduling Loose Women slightly earlier in the day until the start of a new show, which is likely to be in the autumn.
ITV declined to comment.