ITV has cancelled the game show 99 to Beat following just one series, despite the programme drawing an audience of 12.5 million viewers.
The decision marks a second presenting setback for host Adam Thomas, whose previous ITV programme was also discontinued after a single series.
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The news emerged during a recent episode of the brothers’ podcast, where Adam revealed the broadcaster’s decision to discontinue the show.
The programme featured 100 contestants competing in physical challenges, with participants eliminated after each round until one winner remained to claim the £25,000 prize.
The format required contestants to avoid finishing last in each game to remain in contention.
During the podcast At Home With The Thomas Bros, which Adam hosts with Ryan and their twin brother Scott, the presenter disclosed the show’s fate. “When I am positive about something, it gets cancelled,” Adam explained.
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The series marked a significant moment for the Thomas family, as it was the brothers’ inaugural collaboration as television presenters.
Their other sibling, Scott Thomas, who appeared on Love Island, also made an appearance during the series.
Adam’s frustration stems from what he perceives as a recurring pattern in his television career. “Honestly, I don’t know what I’m doing wrong. Like I did [I’m a Celebrity spin off] Extra Camp presenting, did one series of that, got cancelled,” he said.
“The next presenting job I did was with Ryan, 99 To Beat, and that’s got cancelled.”
The 36-year-old actor’s disappointment is particularly acute given his enthusiasm for the project. Ryan revealed on the podcast that they had been unusually positive about their performance, making the cancellation more difficult to accept.
This marks Adam’s second consecutive presenting role to be discontinued by ITV, following the 2020 cancellation of I’m A Celebrity Extra Camp.
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An ITV representative acknowledged the programme’s achievements whilst confirming its discontinuation. “99 To Beat is the biggest entertainment launch this year across all channels and streaming platforms,” the broadcaster stated.
The show’s performance metrics were notable, with ITV reporting it attracted 12.5 million viewers and generated more than four million streams on ITVX. Despite these figures, the network confirmed it would not be commissioning a second series.
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