Nobody's Fool 2026

Nobody’s Fool is a unique reality event packed full of drama and deception where the fate of the contestants isn’t decided by how smart they are, but how smart their fellow contestants think they are. Hosted by Danny Dyer & Emily Atack, ten contestants from across the UK will be selected to stay in a unique and mischievous ‘Smart House’, taking on a reality contest like no other. The contestants will battle through quizzes and bluff-filled challenges, judging each other's intelligence, keeping their own scores secret, and voting out who they deem the weakest. Contestants must outwit, outplay and outsmart each other to be crowned the winner and take home a life-changing cash prize. 

Sponsorship Package Details

Scheduling (indicative and subject to change)

• ITV1, ITV1+1 & ITV1HD, STV1, STV1+1 & STV1HD

• Q2 2026

• Evening Peak Weekday

• 5 x 60min episodes 

Broadcast & Online

• On-air sponsorship idents

• 80” accreditation per 60 min episode

• 15” intro ident

• 10” either side of each centre break

• 5” closing ident

• Sponsor logo on broadcast promos longer than 10 sec, where available

Online Streaming Idents:

• 10” Bumpers around free programme catch up content on the ITVX & STV Player (websites, mobile apps and connected TVs (excluding Virgin and Sky)

Predicted ITVX impressions: 10 million

Digital

• 2 x ITVX Homepage Takeover, including 1 x production 

• ROS sponsor-branded display ads (leaderboards and/or MPUs)

Social

• 5x First Look social content across programme's Facebook, Instagram, TikTok & YouTube (20 posts in total)

• 1x Post on Instagram as a Reel (video) or a static image on the grid (excluding production)

YouTube

• 150k impressions & 100% SOV across ITVs Nobody's Fool content on YouTube

Licence

• Rights to use the programme name and show logo alongside ‘proud sponsor’ tagline on sponsor's owned platforms including:

• Sponsor’s owned website, owned social platforms & apps

• Sponsorship idents

• Social media and online (excluding paid)

• PR and internal comms

• In-store and on-pack promotions

• ECRM and direct marketing

• Competitions targeting consumers, trade & employees

• All activation and use of assets is subject to approval by ITV

Open market date: Wednesday 19th November 2025

Guide price: £675k gross + VAT