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I do find the social media side of it all really quite interesting - their official account is getting viral TikToks nearly every day. I know that doesn’t equal viewers but I think it’s a really decent sign… Before the series began the ads were sort of inescapable and after liking a couple of videos about it my whole feed was almost entirely videos about it for a couple of days. A bit overbearing, but I think with the target audience in mind that sort of almost onboarding experience is really quite effective. It’s all down to the algorithm trying to suss out if you’re interested or not like Brekkie said.

I’m also finding that I can talk to a lot more people about it as if it’s water-cooler TV again too - you used to get people shocked that it was still on TV if you mentioned any of the C5 era. It’s all very surprising - it’s making me more and more interested in seeing the ITVX figures. I think a daily show can be quite a commitment in this day and age which is why we’re seeing what we’re seeing with the overnights right now and it’s natural to see people dip in and out of it as they please.