Holly Willoughby hoped to return to TV to pick up her career after sensationally quitting This Morning last year. But it seems that Holly's big comeback hasn’t yielded what she was hoping for, with dwindling Dancing On Ice viewing figures and, a source tells Closer, disappointment from ITV.
Last week, it was reported that ITV is considering axing the show after it had its lowest audience figure ever at just 2.9 million viewers, a fraction of the 12 million viewers watching during the programme’s heyday.
A source says, “The viewing figures are a huge flop and a disappointment to Holly, but mostly to ITV, which is now thinking about not using her for the next series, and may not bring the show back at all.
“It seems Holly has lost her sparkle. The Phillip and queue-gate dramas are still haunting her and ITV know it. They can see it’s had a damaging effect on her likeability. Sadly, it seems Holly’s ship has sailed. All ITV looks at is the ratings and DOI’s are at their lowest – ITV knows Stephen Mulhern is a hit on the other flagship shows, so it’s not looking good for Holly.”
Holly, 43, returned to Dancing On Ice in January, three months after her TV hiatus when she announced she was ending her 14-year stint on This Morning to “focus on her family”. Her departure came six months after her former co-host and BFF Phillip Schofield hit headlines for his “unwise but not illegal” affair with a younger colleague.
But while Holly has returned and gone about business as usual, viewing figures for DOI – which is her only primetime show at the moment – have plummeted and the show is set to finish later this week.
And in another blow to Holly’s presenting career, last week her former co-host Lee Mack, 55, branded the star’s former show, BBC’s Freeze The Fear – which was produced by her husband Dan Baldwin and cancelled after just one series – “boring”, adding, “Celebs in cold water did not make as exciting television as they thought.”
And pals say it’s sent the mum-of-three into panic mode.
A source says, “Holly was hoping her return to the screen in January following months in hibernation would mark a fresh start after the worst year of her life, but this is a total nightmare for her. She’s terrified she’ll lose everything she’s worked so hard for.
“Holly’s used to watching every show she touches turn to gold. The failure of a show she was brought in to make the BBC’s big hit has been a stark crash down to earth. She’s now afraid that her glory days as the shining star of primetime TV are over, and all the hard work she’s put into becoming telly’s golden girl has gone up in flames.”
But despite the blows to her presenting career and lifestyle company, last week it was revealed that Holly’s management agency, Roxy – which she co-owns with producer husband, Dan – is thriving thanks to a lucrative contract with the BBC to produce the revamped Gladiators, as well as to represent the show’s stars.
And pals say Dan – with whom she shares children Harry, 14, Belle, 12, and Chester eight – is quietly encouraging her to focus her energy on building a career behind the camera.
The source adds, “Holly’s been amazing at helping Roxy to thrive and has been instrumental in its success – with Dan crediting her for creating what he believes could be the country’s biggest agency.
“While he knows her main passion lies in presenting and has been supporting her through her dark moments, he’s encouraged her to stop panicking over something that’s ultimately out of her control and realise that success can come from other ventures.
“Dan’s told Holly to stop putting so much pressure on herself and enjoy having the freedom to focus on other projects while her TV career is quiet – rather than always looking at the negative.”