Sainsbury's dad dancers help BGT to 11.2m viewers

Britain's Got Talent, the hit ITV talent show, has continued to attract large audience shares, pulling in an average of 44 per cent of viewers on Saturday night.

Old Men Grooving: appear on Britain's Got Talent
Old Men Grooving: appear on Britain's Got Talent

The show aired between 8pm and 9.20pm, and drew 9.4 million viewers. At its peak Britain’s Got Talent had 11.2 million viewers, or a 52 per cent share.

The launch show on 11 April took in an audience of 10.1 million, a 46 per cent share.

Saturday’s episode featured dance act Old Men Grooving, the same performers in the Sainsbury’s Christmas jumper viral. They took the audience and judges by surprise when they danced to a mixture of hip hop tracks.

The Britain’s Got Talent performance received plenty of praise on Twitter, with many fans saying the dance group should win the competition.

The group’s Facebook video for Sainsbury’s, created by Gravity Road, generated one million views in two days. It featured the men wearing Christmas jumpers and performing a choreographed dance routine to Dance of the Sugar Plum Fairy by Tchaikovsky.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content