ITV’s reported plan to lure Graham Norton away from BBC is said to be facing serious uncertainty after his new reality show, The Neighbourhood, suffered a sharp decline in ratings shortly after its debut. Norton, who has long been regarded as one of the BBC’s most prominent and reliable stars, made a notable move by fronting the new ITV project. However, the show’s underwhelming performance has raised questions about whether the network will ultimately succeed in securing him for a longer-term collaboration.

According to insiders, ITV had hoped that launching a major new format with Norton at the helm would be a significant coup, potentially paving the way for a broader deal. Considerable effort and resources were reportedly invested into making The Neighbourhood a standout hit. Despite these ambitions, early reactions suggest the show has failed to live up to expectations. One source described the outcome as disappointing, noting that while the intention was to create a flagship success, the result has been far less impactful than anticipated.

The show initially benefited from a strong launch position in ITV’s schedule. It was strategically placed in a prime-time slot, following a major event broadcast, in an effort to capture a large audience. However, this momentum did not last. By its third episode, viewership had dropped significantly to around 500,000, a figure that has sparked concern among industry observers. Reports indicate that these numbers are comparable to previous ITV programs such as Genius Game and The Fortune Hotel, both of which were eventually cancelled after failing to maintain sufficient audience interest.

While ITV and Norton’s representatives have yet to publicly comment on the situation, the show has already attracted considerable criticism from both television critics and viewers. Many have labeled it a weak attempt to replicate the success of other popular reality formats, particularly The Traitors, which has enjoyed widespread acclaim and strong ratings. Critics have suggested that The Neighbourhood lacks originality and fails to capture the tension and intrigue that made its competitors successful.

The concept of The Neighbourhood centers around real households from across the United Kingdom competing against each other in what is essentially a street-wide popularity contest. With a prize of £250,000 at stake, participants must navigate social dynamics, alliances, and challenges in order to remain in the competition. Norton plays a guiding role, overseeing events and interacting with contestants, including stirring discussion through a shared group WhatsApp chat. Despite this premise, many viewers have found the execution lacking.

Audience reactions on social media have been particularly harsh. Some viewers expressed strong disappointment, with one commenting that the show was “dreadful” and not worth continuing beyond the first few minutes. Others echoed similar sentiments, describing it as a “load of rubbish” or criticizing ITV for attempting too hard to recreate a proven formula rather than offering something fresh. Several viewers admitted they turned off the program early, unable to stay engaged with the content.

Professional reviews have largely mirrored these reactions. A review from Metro awarded the show three stars but still characterized it as one of the boldest attempts yet to imitate the success of The Traitors. Other outlets were even less favorable. The Guardian gave it a two-star rating, pointing out a lack of genuine suspense and noting that any sense of jeopardy was noticeably absent. Although Norton was praised for bringing some energy when he appeared on screen, critics observed that his presence was limited to introductions and elimination segments, reducing his overall impact on the show.

Similarly, The Telegraph criticized the program for prioritizing visual design over engaging storytelling. According to their review, while the show featured various quirky stylistic elements, these did little to compensate for a lack of compelling content. The result, they argued, was a production that looked polished but ultimately failed to hold viewers’ attention.

Despite the wave of criticism, not all reactions have been negative. A smaller segment of viewers has expressed appreciation for the show, praising its focus on ordinary families and relatable participants. Some fans have even suggested that this type of casting is exactly what audiences want to see in reality television, drawing comparisons to formats like Big Brother. Others argued that the show has potential and could improve over time if given the chance to develop.

Norton himself had previously expressed enthusiasm for the project when it was first announced in early 2025. At the time, he highlighted his fascination with human behavior and what happens behind closed doors, suggesting that the format’s mix of social interaction, strategic gameplay, and high stakes would resonate with audiences. He also voiced confidence that The Neighbourhood could become a favorite destination for viewers.

However, the early ratings decline and critical reception have cast doubt on those initial expectations. More importantly, they have complicated ITV’s broader ambitions regarding Norton’s future. While the network may still value his star power and experience, the performance of this first major collaboration could influence whether further projects are pursued.

For now, the situation remains uncertain. ITV’s strategy to attract one of the BBC’s most recognizable figures has encountered an unexpected obstacle, and the coming weeks will likely determine whether The Neighbourhood can recover or if it will follow the path of other short-lived reality experiments.