Thomas brothers confirm 99 To Beat cancellation

The Thomas brothers face a setback as their ITV program 99 To Beat is not renewed, despite strong early metrics.

Adam Thomas questions his own performance as ITV show with Ryan cancelled

Adam Thomas and his brother Ryan hosted 99 To Beat on ITV, a game show where 100 contestants faced off in physical challenges for a £25,000 prize. The program was billed as a major entertainment launch and drew 12.5 million viewers and more than 4 million ITVX streams. The brothers were described early on as the new Ant and Dec. Ahead of the premiere, Adam talked about the cost of assembling 99 celebrities and the logistics of a three and a half week shoot, and the possibility of a Comic Relief version in the future.

ITV later confirmed that the show would not be recommissioned. Ryan said he and Adam were surprised by the decision, noting that they were proud of their work. Adam added that his optimism often seems to be followed by cancellations, pointing to his earlier project Extra Camp and now 99 To Beat as examples.

This cancellation shows that high cost formats face a tough test even with strong early engagement. ITV promoted 99 To Beat as a big launch, and the numbers were solid, but budgeting decisions can override short term popularity. The case highlights how networks weigh live audience results against production expense and long term strategy.

For the Thomas brothers, the setback is a reminder that fame does not guarantee a sustained TV slot. The incident may push them toward smaller formats or charity specials that balance reach with cost. It also reflects broader shifts in TV, where streaming metrics and strategic planning shape what audiences actually see.

Highlights

The next steps for the Thomas brothers will test whether big personalities can sustain a long run in a changing TV landscape.