The Chase host Bradley Walsh may be about to pass ITV golden boy Phillip Schofield in popularity.
Versatile Bradley, 62, is a huge hit with viewers which makes him an attractive target for advertisers, especially following Phil’s recent fall from grace.
The presenting duo have insisted they went to Westminster as part of the media and were there strictly to report the event.
Last week it was confirmed Phil, 60, has lost his £1million deal to advertise We Buy Any Car. The firm, which has started filming with TikTok star Mufasa, claims Phil’s five-year contract was to end in 2022, a decision taken prior to stories about him.
A source said: “As Phillip’s popularity wanes, television and advertising execs are looking at Bradley Walsh. He’s squeaky clean, popular with viewers and doesn’t have any of the baggage that Phillip has.”
Ex-Coronation Street star Bradley has earned more than £2.6million in the past year.
Bradley’s earnings surpassed that of Ant and Dec as he also has a property firm, Barnstormer Holdings Ltd, which has nearly £1.9m in total assets.
Bradley has gone from presenting the National Lottery on BBC1 in 1994 to shows such as Wheel of Fortune, Cash Trapped and Tonight at the London Palladium.
He played Danny Baldwin in Corrie for two years and starred in Doctor Who and the drama Law & Order: UK. As a singer Bradley has released two albums and he has also been taken by son Barney on TV road trips in Bradley and Barney Walsh: Breaking Dad.
Like Phil, he has worked with Holly, on the BBC game show Take Off with Bradley & Holly.
PR and celebrity expert Mark Borkowski said the presenter’s range makes him a powerful force.
He added: “He’s got a nose for what the ITV viewing public wants, and also he’s managed to avoid all the negativity that dogs Phillip Schofield. Anything he touches at the moment is gold.”
Mark said Bradley is loved by the media, the public and advertisers,
making him the perfect package.
He said: “I’ve always said the Holly and Phil queuegate would ultimately be judged whether or not advertisers felt they were a negative. For a commercial TV station if your public have an issue and advertisers have an issue then there is a quick exit stage right.”