Brendan Cole Blames Falling 'Strictly' Viewership on Lack of Stars, New Hosts

Former professional dancer Brendan Cole has attributed the recent decline in "Strictly Come Dancing" viewership to a perceived lack of "household names" among the contestants, the introduction of a new hosting trio, and the show's extended runtime. Cole, who was a professional on the BBC program from 2004 to 2017, shared his views on The Jeremy Vine Show.

Viewing figures for the Sunday results show reportedly dropped to 4.5 million viewers, a decrease from 6.2 million in the previous year. Similarly, the first live show attracted 4.8 million viewers, down from 6.2 million year-on-year.

Cole suggested that the show's length, which he described as "2 hours and 45 minutes on a Saturday night," deters viewers with limited time. He contrasted this with the accessibility of shows like "The Traitors," where contestants are more easily recognizable. "Strictly, I think I knew three of them by name and face, the rest of them I don't know," Cole stated.

He also commented on the new professional dancers, noting that viewers may not have had time to build an "investment" in them. The new presenting team, comprising Emma Willis, Josh Widdicombe, and Johannes Radebe, who have taken over from Tess Daly and Claudia Winkleman, also drew Cole's criticism. While he found Emma Willis to be "great" and felt Josh Widdicombe was attempting to be, Cole questioned his suitability for the show. He found Radebe's hosting style, particularly his repeated use of "my darling," to be repetitive.

"I think the BBC are probably looking now and thinking 'Eek, have we made the right decision?'" Cole remarked. He acknowledged that some might view his opinions as those of a "bitter old pro" but insisted he has a strong investment in the show and an opinion to share.

Cole also addressed the changes within the professional dancer lineup, which saw Nadiya Bychkova, Karen Hauer, Michelle Tsiakkas, Luba Mushtuk, and Gorka Marquez replaced by five new dancers. "I don't disagree with them moving on, you've got to change the show, make it better to move it on," he said. He speculated that Karen Hauer might have been unmotivated in recent years, suggesting a mutual decision to change.

However, Cole believes that the combination of changes—new professional dancers, new contestants, and new hosts—represents a significant shift that viewers are not embracing. He concluded that people are consuming television differently now and that he himself found the main show to be a "big watch."

Cole also offered criticism of professional dancer Amy Dowden, who recently battled breast cancer. Dowden and her celebrity partner Chris Appleton were the first to be eliminated from the current series. Cole stated that being a professional on "Strictly" is a demanding role and that, in his opinion, Dowden has not been "up to the challenge" in recent years, citing her early eliminations.

"She's standing out there counting him in. She's counting every step for him. It's very obvious that the job has not been done, and I don't think people are enjoying it," Cole commented. Dowden was diagnosed with stage-three breast cancer in May 2023 and, after undergoing treatment, was declared cancer-free in February 2024, though she continues with follow-up care.

The Jeremy Vine Show airs weekdays at 9:15 a.m. on Channel 5.