ITV has reportedly cancelled The British Soap Awards indefinitely, citing a lack of sponsorship and ongoing budget cuts. The ceremony, which returned in 2025 after a one-year hiatus, was hosted by Jane McDonald.
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 noted that rival awards shows, such as the Baftas and the National Television Awards, already include soap categories, rendering a dedicated event unnecessary. An ITV spokesperson had previously confirmed that the 2026 ceremony would be rested, but it is now understood to be axed indefinitely.
The 2025 awards, held at Hackney Empire, drew 1.5 million viewers on ITV. EastEnders dominated, winning eight awards including Best Soap, Best Single Episode, and Best Leading Performer. The previous ceremony in 2023 also saw EastEnders take the top prize.
ITV has been implementing cost-saving measures across its daytime schedule, affecting programmes such as Good Morning Britain, Lorraine, Loose Women, and This Morning, and reportedly leading to hundreds of job losses.
