She’s the queen of morning TV, with bright blonde locks and a dreamy wardrobe that are the envy of many women across the UK.
From the ambassador of Garnier and Marks and Spencer, to a novelist who is set to release her first tell-all book in October costing £20 a copy, is there anything Holly Willoughby can’t turn her hand to?
As well as her fortune from TV presenting – the mainstay of which is a reported £600,000 a year to present ITV’s flagship daytime show This Morning – the mother-of-three also rakes it in from numerous sponsorship deals with the likes of Garnier and Marks and Spencer.
She has recently been announced as the new co-presenter of BBC1’s Wim Hof’s Superstar Survival, alongside comedian Lee Mack. And let’s not forget her company Roxy Media recording, which is thought to be worth a cool £10million.
Not bad for a girl who was brought up in West Sussex by her mum Lynn, a former air stewardess, and her father Brian, a double-glazing firm manager…
Speaking exclusively to FEMAIL, Andy Barr, PR Expert and CEO of Digital PR Agency www.10yetis.co.uk, commented: Her social media earnings alone would dwarf the fees of even the hottest UK reality “star” thanks to her audience, engagement, and high follower numbers.’
‘These would enable her team to charge £200k plus for a longer-term tie-up on the likes of Instagram with a mainstream consumer brand. Holly is at the peak of her earning game and is not a brand to be messed with.’
PROLIFIC TV PRESENTER
Big bucks: Holly’s ITV presenting gigs earn her around £600,0000-a-year. This is despite the fact she only works four days a a week and gets all school holidays off [pictured with This Morning co-host Phillip Schofield]
Holly, who has three children with husband Daniel Baldwin, become a household name co-hosting This Morning with Phillip Schofield.
Now, she is believed to be one of the highest paid This Morning presenters. The 40-year-old was earning £400,000 for the weekday show in 2017 until her annual salary was reportedly bumped up by £200,000 to bring her in line with Schofield’s £600,000.
While her busy morning TV presenting schedule would leave many exhausted, she has most recently signed up to present another primetime show, this time testing the endurance of a bunch of celebrities.
She will join Lee Mack to front a challenge inspired by Dutch extreme athlete Wim Hof.
The BBC1 show, Wim Hof’s Superstar Survival, is expected to air next year and will see a group of celebrities embark on an ‘epic adventure of self-improvement, and face a unique test of mental strength like no other’, the makers claim.
BBC3 will broadcast a sister show exploring the challenges further and offering a light-hearted take on the celebrities’ successes and failures. It will be another screen appearance for the presenters.
Of her new show, she said: ‘I can’t wait to team up with Lee and Wim. Lee is a favourite in our house because he’s so hilariously funny and I’ve been a fan of Wim for a long time – he’s a genius who’s incredibly passionate about helping others.’
And according to Natalie Rita, Holly could earn anywhere up to £300,000 for Wim Hof’s Superstar revival, while Neil Kent, Managing Director of PR agency Chapter Communications (www.chaptercommunications.co.uk), says it’s no surprise Holly was chosen for the job.
‘Holly’s value as a TV presenter and brand ambassador is in her relatability and versatility,’ he explained. ‘She is natural and authentic on screen and in her presenting style, and is a genuinely empathetic person which makes her perfect for shows where emotions run high – be that the ups and downs of a gameshow or the sensitivity of real life story interviews.’
‘Crucially however, she is incredibly good at her job and makes it look effortless when in reality, live television presenting is demanding, stressful and competitive.
Take Off With Bradley Walsh: Holly was called up to present the new ITV show this year
Dynamic duo: With co-presenter and BFF Philip Schofield on Dancing On Ice
‘Her fun, bubbly personality is what makes her appeal to brands and what Holly wears, says or does, sells.’
The popular presenter also hosts BBC1’s Take Off With Bradley And Holly, alongside Bradley Walsh.
Pop culture and brand expert Nike Ede commented: ‘The reason why she is the go to is because she really is someone who makes any project she’s involved with golden!’
‘Her like ability her talent and her professionalism are all elements that make her the perfect safe pair of hands for brands and tv and beyond.
‘What’s great about holly is she doesn’t over extend herself and all of her projects feel suited to her which in turn engages an audience. Some stars can often feel shoe horned into projects and overexposed but she doesn’t have that effect which makes her an extremely valuable commodity.’
And is if that wasn’t enough, the in-demand TV presenter also earns a reported £200,000 for presenting ITV’s Dancing On Ice – despite only hosting live one night a week for a couple of months in the year.
She started in the role in 2006 and co-presented with Philip Schofield until 2011 when she was replaced with Christine Lampard. However, she took over the role again in 2018.
PR expert Andy Barr said: ‘Holly represents a big-brand marketer’s dream. She has mass-market appeal across multiple audience, including mums, dads, and even grandparents, and has an inspirational work ethic that brings on board the slightly younger generations too.
‘Brand Willoughby is also far less risky than many of her peers in the television and broadcasting world, many of whom have struggled (often through no fault of their own), such as Ant & Dec and Philip Schofield.’
The PR guru went on to estimate that ITV will be looking to lock her into a new deal soon at around the £1m mark.
‘She can easily command £250k+ for any TV-based commercial deals that she enters into,’ he added. ‘In terms of specifics, the deal with This Morning is likely to be approaching more than £1m now, as ITV will be looking to wrap her into a central deal to cover other shows that the broadcaster produces.’
‘While the Beeb will be trying to tease her over from ITV, I would expect her to be earning around £200k-£250k for the Superstar Survival gig (not too shabby, but not enough for her to jump ship completely).’
‘The Take Off show with Bradley Walsh, despite receiving widespread criticism, is probably going to be earning her a similar amount to the Superstar Survival show.’
BIG-BUDGET BOOK DEAL
Reflections (pictured) will cost £20 and will first be released in hardback on 28 October 2021
The much-loved face of morning television is set to join the likes of other celebrity mums including Mrs Hinch and Stacey Solmon as she prepares to launch her first book, ‘Reflections.’
In July, Holly, who is working with Penguin, took to Instagram to announce the personal project to her 7.3m followers and explained how the tell-all book will offer details on everything to body image, burnout and her life in the public eye.
She wrote: ‘Reflections explores what it means to live a beautiful life in the modern world. Here, for the first time, Holly Willoughby untangles topical and emotional issues such as body image, burnout, and control with candor, nuance, and hard-won insight.
This book will start conversations, whether they’re about how to find your signature lipstick, reclaim your sexuality, or treat yourself more kindly – and, ultimately, help you on your way to feeling beautiful, confident, complete.’
Reflections will cost £20 and will first be released in hardback on 28 October 2021. And according to Natalie Rita, founder of NRPR, Holly could be earning £1M+ for the book deal.
‘This book is a big deal,’ she commented. ‘She’s the darling of daytime TV with a legion of loyal fans – everyone is going to want to hear what she has to say and this is bound to be an instant national bestseller – sales will certainly be very high.’
Alongside an image of the temporary cover, the This Morning host penned: ‘This is a message I’ve been looking forward to sending… I’ve been working on a very special project – a book.
‘Writing is such a personal process and between these pages you will find many little pieces of me. The book is called Reflections and is essentially thoughts and musings from me on inner and outer beauty.’
‘We live in a world where so much is about how we present ourselves on the outside and there is fun to be had here but true beauty comes from within… there is an
FASHION STARLET
Her sartorial golden touch won the This Morning presenter a £950,000 contract as brand ambassador for Marks & Spencer (pictured)
Dress like Holly! This M&S dress proved to be a hit with shoppers. The £39.50 tea dress features a pretty ditsy floral print and has flattering puff sleeves for an ultra feminine look
Major stake in her own media company
The presenter owns an 80 percent share in a company she runs with her producer husband Dan Baldwin – Roxy Media Ltd, which is thought to be worth around £10million.
The most recent accounts for the company show Holly earned almost £1.4million in 2019 and 2020.
Holly and Dan run the business together
She has become something of a fashion icon, with the ‘Holly Willoughby effect’ causing almost whatever she wears to sell out on the high street.
And her sartorial golden touch has won the This Morning presenter a £950,000 contract as brand ambassador for Marks & Spencer.
When she revealed the M&S deal to her Instagram followers, she penned: ‘Got some news…@marksandspencer have always been par of my family and now they have asked to be be part of theirs. Super proud.
In an official statement she added: ‘I really hope I can inspire people to be brave and have a little more fun with their wardrobe.’
As recently as March, a Marks & Spencer dress modelled by the presenter proved to be a hit with shoppers seeking to refresh their wardrobes for spring.
The £39.50 tea dress, which features a pretty ditsy floral print and has flattering puff sleeves for an ultra feminine look, quickly has sold out online in three ‘regular’ sizes and was almost sold out entirely in the specialist ‘short’ and ‘long’ styles.
PR guru Natalie Rita, commented: ‘Holly has gone from being a tv presenter to a national style icon.
‘She’s gained millions of loyal followers who can’t only wait to see her on their tv screens, but they’re super eager to see what she’s wearing via the ever so popular Instagram hashtag #HWSTYLE where she posts her daily outfits.’
A MAJOR DEAL WITH DUNELM
The presenter’s impeccable eye for fashion has also resulted in her becoming the face of Dunelm
And the presenter’s impeccable eye for fashion has also resulted in her becoming the face of Dunelm.
Last year, Holly shared a sneak peek at a mystery project with the household retailer and took to Instagram to tease the production of an ad, as she posed on a cosy bed while a make-up artist touched up her look and member of the wardrobe department adjusted her outfit.
Holly also shared another snap where she posed in front of another bed while smiling brightly for the camera.
The TV presenter looked stylish in a casual chic ensemble that saw her pair a comfy knit jumper with straight-leg denim jeans.
PR expert Andy Barr added: ‘Dunelm is a bit of a trickier one to nail an estimate, but based on similar celebrity fashion deals, we’re probably looking in the regions of £1m for a set deal over a set time period (say for 2 or 3 years) – all in all, it’s not looking too bad for Brand Willoughby.’
FRONTING GARNIER CAMPAIGNS
Holly Willoughby has been a brand ambassador for Garnier for almost six years. Pictured, with Davina McCall and Angela Scanlon during the launch of a new partnership between Unicef and Garnier, at Adelphi Terrace, London on Friday June 30, 2017
The ITV host advertises the Garnier Nutrisse Creme colour 10.1 dye in a 20-second commercial.
Garnier, which is part of the French cosmetics giant L’Oreal, has been making hair and skin products since the early 1900s.
In 1960, it became the first company to produce a permanent hair dyeing kit that could be used at home.
The Nutrisse range was introduced in 2002. In the advert, Ms Willoughby – who has been a brand ambassador for Garnier for almost six years – can be heard assuring potential buyers that any dark roots will turn blonde.
Dressed in a white T-shirt, the mother of three is seen applying the lotion before wrapping her hair in a towel and then showing off the finished look.
During the clip, she says: ‘It’s just a really quick and easy thing, squeeze down the middle and actually a little bit slap dash, 25 minutes, ta-dah. No roots, no disasters, no greys.’
‘Depending on exactly what she does with Garnier, she could be earning around £700k-£750k for the ambassador role,’ Andy Barr explained. ‘But this could be even more if she has her own ranges that she will eventually take a cut of.’
Natalie added: ‘Holly’s worth comes at no surprise when we factor in her £600k for her long running role as the presenter of This Morning, before taking into consideration the £200k she earns for presenting Dancing on Ice as well as her numerous lucrative brand partnerships with house hold names such as M&S, Garnier and Dunelm.’