Holly Willoughby has shared an unusual theory behind the success of James Martin's ITV show Saturday Morning. Speaking on her YouTube series Together, she claimed the chef's brighter wardrobe choices may have boosted ratings significantly.
Reports last year indicated that the Yorkshire-born presenter had achieved his strongest audience figures to date, with viewing up eight per cent on the slot's 2024 average. According to Willoughby, she had heard that James Martin brightening up his style had contributed to the show's success.
A Colourful Theory
Willoughby told comedian Joanne McNally that she had heard James "had his colours done" - then returned to screen in more vivid shades, with ratings jumping dramatically and staying high. "He went back on Saturday Morning wearing colours and the ratings went up like 40 per cent," she claimed to have heard.
The chat took a comic turn when Willoughby's outfit briefly got caught on a coat hanger, flashing her underwear. "That's how I get my ratings up," she joked, before returning to the subject. In response, McNally said she didn't believe this was the reason behind Martin's success, adding: "It can't be because of that, this sounds like he's got a very powerful stylist who's paddling that, there's no way." She went on to urge Willoughby to experiment with stronger colours too.
Origin of the Story
The story regarding Martin and his show is believed to trace back to broadcaster Chris Evans, who shared it on his Virgin Radio Breakfast Show in 2019. Evans told listeners a colour consultant had approached the chef during his Saturday Kitchen era, offering to choose what he wore on screen. He claimed the result was immediate, adding: "The ratings went up by a million the next week and they never, ever went down again." The presenter also said he follows the same approach himself, insisting orange and turquoise work best for him.
James Martin's Response
Martin's show is filmed in a relaxed weekend style from his home, but despite being a familiar face on TV, he has admitted he never watches himself back. "I've never watched myself in 34 years of doing it. I can't watch it," he told The Independent. "Usually my mum phones me up and says, 'That shirt looks s**t, you can't wear that again'. That's usually the comment I get on Saturday Morning – 'What the b****y hell are you wearing that shirt for?' That'll be the one, after all these years," he added.
James Martin's Saturday Morning airs weekly at 10.30am on ITV and ITVX.
