ITV has reportedly cancelled The British Soap Awards, marking the end of a major television event as the broadcaster enforces extreme budget cuts. The awards show, which returned in 2025 after a one-year hiatus, has now been quietly axed due to a lack of sponsorship, according to a soap insider.
Insider confirms cancellation
A soap insider told The Sun: 'Sadly, The Soap Awards have had their day and won’t be returning. It’s a real shame, but they no longer pull in the advertising or sponsorship money anymore. It won’t be back. It’s dead in the water.'
The insider also noted that rival awards shows, such as the Baftas and the National Television Awards, already incorporate soap categories, adding: 'They don’t need their own event anymore.'
ITV's cost-saving measures
An ITV spokesperson previously confirmed to Metro that The British Soap Awards would be rested for 2026. However, new reporting indicates that this hiatus will now be extended indefinitely. ITV last year announced a significant cost-saving shake-up to its daytime schedule, affecting programmes like Good Morning Britain, Lorraine, Loose Women and This Morning, and reportedly resulting in hundreds of job losses.
2025 ceremony and viewership
The 2025 Soap Awards ceremony was hosted by Jane McDonald, who replaced long-time host Phillip Schofield in 2023 following his acrimonious exit from This Morning. ITV had shelved the awards for 2024 before its glitzy return last summer, which attracted 1.5 million viewers on ITV.
EastEnders dominated the night at Hackney Empire, winning eight awards, including Best Soap. The BBC soap also took home Best Single Episode, Scene of the Year, Villain of the Year, Best Dramatic Performance, Best Leading Performer, Best On-Screen Partnership and Best Comedy Performance.
History and impact
The British Soap Awards were established to celebrate the highlights of the past year for the UK's four biggest soaps: EastEnders, Coronation Street, Emmerdale and Hollyoaks. The 2023 ceremony also saw EastEnders win Best Soap. Metro has contacted ITV for comment on this story.
