ITV has reportedly cancelled The British Soap Awards indefinitely, as the broadcaster continues to implement extreme cost-cutting measures across its programming. 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 who spoke to The Sun.
Insider confirms the end of the awards
“Sadly, The Soap Awards have had their day and won’t be returning,” the insider said. “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 source added that rival awards shows such as the Baftas and the National Television Awards already include soap categories, meaning soaps “don’t need their own event anymore.”
An ITV spokesperson had previously confirmed to Metro that The British Soap Awards would be rested for 2026, but the new reporting indicates that the hiatus will now be extended indefinitely.
Impact of ITV's budget cuts
The cancellation is part of a wider cost-saving shake-up at ITV. Last year, the broadcaster announced significant changes to its daytime schedule, affecting programmes such as Good Morning Britain, Lorraine, Loose Women and This Morning. The restructuring reportedly resulted in hundreds of job losses.
The 2025 ceremony was hosted by Jane McDonald, who replaced long-time presenter Phillip Schofield in 2023 following his acrimonious exit from This Morning. ITV had previously shelved the awards for 2024 before bringing them back last summer, when the event drew 1.5 million viewers on ITV.
EastEnders dominated the 2025 awards
The 2025 British Soap Awards, held at Hackney Empire, saw EastEnders win big. The BBC soap took home eight awards, including the top prize of Best Soap. EastEnders also won 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. The previous ceremony in 2023 had also seen EastEnders claim Best Soap.
The British Soap Awards were created to celebrate the achievements of the UK's four biggest soaps: EastEnders, Coronation Street, Emmerdale and Hollyoaks. Metro has contacted ITV for further comment.
