Spend enough time watching ITV’s daily shows — This Morning, Good Morning Britain, Loose Women — and you might notice a pattern. The winners we see on-screen are often well-spoken, cheerful, middle-class individuals in tidy homes, usually women in their 30s to 60s. They’re relatable, yes — but notably polished.
And yet, when it comes to who actually enters these competitions, data and logic point elsewhere.
Numerous surveys and industry reports have confirmed that lower-income and working-class individuals are statistically more likely to participate in prize competitions, phone-ins, and TV draws. For many, these contests offer not just fun — but hope. The chance of clearing debts, paying rent, or finally taking a break from grinding financial stress.
So, where are these winners?
🎯 The Legal vs. The Visible
Legally, ITV follows the rules. Competitions offer a free postal entry to sidestep the Gambling Act 2005’s restrictions on paid lotteries. Winners are selected by random draws, often using independent auditors or random number generation.
But legality isn’t the same as perception — and perception matters.
The problem isn’t necessarily that ITV is rigging results (there’s no public evidence of that), but that the small sample of winners shown on television represents a very narrow slice of British life. The result? The people who fuel these competitions — often in precarious financial positions — don’t see themselves reflected in the outcomes.
🎭 Curated Winners and Feel-Good Storytelling
Why does this happen?
One possible answer lies in media production itself. ITV, like any commercial broadcaster, trades in emotional stories and brand appeal. Winners who are media-friendly — articulate, camera-ready, aspirational but uncontroversial — are simply easier to package into feel-good TV segments.
There’s also the issue of self-selection. Those in difficult life circumstances may not want a camera crew in their living room, may lack digital access, or simply feel too embarrassed to go public.
But even so, when every winner starts to look the same, the whole game begins to feel hollow.
🧾 The Trust Gap
There’s a growing trust gap between broadcasters and audiences — especially those who feel economically invisible. When low-income participants enter week after week and only ever see winners who “look like they don’t need it,” cynicism sets in.
In private forums and comment threads, some viewers express what others are thinking:
“The same type of people win every time.”
“Funny how it’s never anyone from my council estate.”
“I stopped entering. It feels like a closed club.”
Perception may not be proof, but it’s powerful. And it undermines the very engagement ITV depends on.
🗳 What ITV Should Do Next
ITV has a unique opportunity — and responsibility — to address this. A few steps could go a long way:
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Publicly share anonymized demographics of winners by postcode or income tier.
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Feature a more diverse range of winners on-screen — even if it means adjusting the format to accommodate different realities.
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Invite feedback from regular participants on how fair the system feels.
Transparency isn’t just about regulation — it’s about rebuilding trust in the institutions people engage with.
💬 Final Thought
Competitions are a form of hope. But when hope consistently appears to favour the already-comfortable, it ceases to feel like hope at all — and begins to feel like theatre.
ITV may not be breaking any laws, but if the “dreams” they’re selling only ever seem to land on the same few shoulders, the dream becomes a little less believable for the rest of us.
Isn’t it time we asked not just how winners are chosen — but why only some ever seem to appear?
