She’s been the darling of the nation’s TV screens over the past year – but it recently emerged that Alison Hammond reportedly turned down the chance to permanently replace Holly Willoughby as main host of ITV’s flagship daytime show, This Morning.
And insiders tell Closer that Alison, 48, refused the golden offer because she’s enjoyed working on other TV projects, such as on-screen institution The Great British Bake Off, plus last year’s BAFTA Film Awards alongside actor Richard E. Grant, which she previously told Closer was a dream come true for her.
But after it was revealed she will not be returning to the BAFTAs in 2024, with former Dr Who actor David Tennant announced as host instead, the insider says Alison’s nose has been put out of joint.
They say, “Alison had really hoped that she could do the BAFTAs for another year and even become a main host. She’s gutted not to be asked back – especially as she has built up such a great rapport with all the A-listers in Hollywood who seem to love her too.
“Alison often suffers from imposter syndrome and thinks that everything could get taken away from
her at a moment’s notice, despite all her success. Because she got into the entertainment industry via a reality show, she’s always felt like she’s had to work harder to prove to people that she’s got skill
and talent and isn’t just famous for being famous.
“She’s really grateful for everything she has going on right now, but she’s aware how cut-throat the TV world can be.”
Alison – mum to son Aidan, 18, from a previous relationship – has enjoyed a meteoric rise to stardom.
She got her big break as a contestant on Big Brother in 2002 and fell into life in front of the camera. ITV executives hired her as a regular on This Morning in 2003 and over the last two decades, viewers have seen her bubbly personality and Brummie charm disarm megastars including Lady Gaga, Beyoncé, Harrison Ford, Hugh Jackman and Dwayne “The Rock” Johnson.
In 2021, she became a host on This Morning alongside Dermot O’Leary, taking over the Friday slot from Ruth Langsford and Eamonn Holmes.
After presenting the BAFTAs and stepping into comedian Matt Lucas’ shoes on GBBO last year, Alison’s success was catapulted even further, when she stood in for Holly following her shock departure from This Morning in October.
And there are other exciting ventures in the pipeline for Alison as she’s set to return to Bake Off and has signed on as a presenter for a new BBC primetime dance show, Clear The Dancefloor.
And our source adds that despite losing out on the BAFTAs gig, Alison – who is currently single following her split from landscape gardener Ben Hawkins last year – is trying to stay positive and look to the future.
They say, “Hosting the BAFTAs was an honour of a lifetime, and she hopes to one day return to it. Her close friends and team are being very supportive and have told her not to let it get her down. The show has rarely had a permanent host and they don’t think Alison should take it personally.
“She’s got so much good stuff going on in her career to concentrate on – but she’s just hoping that it isn’t a sign that her popularity could be waning.
“She wants to keep making big and exciting moves in her career and hasn’t ruled out trying to work Stateside either. It’s onwards and upwards.”
