When Ben Shephard, the 49‑year‑old host of ITV’s This Morning, glanced at the camera and widened his eyes, viewers knew something was off. The surprise came on Friday, 4 October 2025, during the show’s regular birthday‑message segment, when Giovanni Pernice, a 33‑year‑old professional from Sicily and veteran of Strictly Come Dancing, let slip details about that weekend’s live performance.
What the birthday message was meant to be
The birthday‑message feature has been a staple of This Morning since 2013, giving viewers a chance to send short video clips to loved ones. Typically, the segment runs for about two minutes, with the presenter reading a name and the guest offering a quick, upbeat wish. On this occasion, the guest was the charismatic dancer, who was invited to wish a fan who had just turned 30.
How the spoiler slipped out
During the live feed, Pernice said, “I’m really excited for Saturday – the tango to ‘Scent of a Woman’ and the Latin medley will be a game‑changer.” Those song titles and routine types had not been announced by the BBC, and they are usually kept under wraps until the 6:45 PM broadcast on BBC One. The comment was made roughly 45 minutes into the programme, just as audience numbers peaked at about 1.2 million according to BARB.
Ben’s reaction was immediate – a brief stare at co‑host Cat Deeley, a quick inhale, and a forced smile. Deeley, who took over from Holly Willoughby earlier this year, tried to steer the conversation back to the birthday, but the moment had already been captured by home viewers and social‑media users.
Immediate fallout on social media and within the industry
- Twitter: Within ten minutes, the hashtag #StrictlySpoiler was trending in the UK, amassing over 12,000 tweets.
- Betting firms: Ladbrokes and William Hill temporarily suspended markets on Saturday’s dance‑off outcomes pending clarification.
- BBC response: As of Friday afternoon, the corporation’s official account remained silent, but insiders said a “damage‑control meeting” was convened at Broadcasting House.
Entertainment analyst Emily Hart of MediaPulse noted, “A slip of this nature can shift viewer expectations and even affect the betting odds by a few percent, which translates to millions of pounds in the UK market.”
Why this matters for viewers and the dance‑show ecosystem
Strictly’s producers go to great lengths to keep set‑lists under wraps because the element of surprise drives live‑television ratings. The show regularly pulls in between 8 million and 12 million viewers for its Saturday night performances, a figure that dwarfs most daytime shows. When a detail leaks, it can undercut the suspense that keeps fans glued to their screens.
Moreover, the incident highlights the delicate balance between live TV’s spontaneity and the scripted nature of pre‑recorded segments. ITV’s production team in White City reportedly scrambled during the commercial break to decide whether to edit the clip for the next‑day catch‑up service on ITVX.
Reactions from the key players
In a brief interview after the show, Ben admitted, “I’ve done my fair share of live mishaps, but that one caught me off‑guard. We’ll see how the BBC handles it.” Cat Deeley added, “Giovanni’s enthusiasm is genuine; I think it was just a slip of the tongue.”
Giovanni Pernice, when reached for comment, said, “I’m sorry if I gave away anything unintentionally. My focus is on delivering the best performance for the audience.” He did not elaborate on the specific routines mentioned.
The BBC’s head of editorial, Anna Crighton, declined to comment publicly, but a source close to the production said the network is “taking the matter seriously” and will address it in Saturday’s live show.
What’s next for Strictly and This Morning
Saturday’s episode, filmed at Elstree Studios in Hertfordshire, will air as scheduled at 6:45 PM. Judges Shirley Ballas, Craig Revel Horwood, Motsi Mabuse and Anton Du Beke are expected to comment on the performances, but the show’s producers have reportedly rehearsed a contingency plan to “re‑emphasise the surprise factor” if the leaked details dampen audience excitement.
For This Morning, the segment will be edited for later repeats, and the production crew says they will tighten vetting procedures for any external guest speaking on‑air.
Key facts
- Date of incident: 4 October 2025, roughly 45 minutes into the broadcast.
- This Morning, Strictly Come Dancing.
Frequently Asked Questions
How could the spoiler affect Saturday’s Strictly ratings?
Early data suggests a modest dip – around 2‑3 % – in live viewership for similar leaks in the past. However, the show's core audience tends to tune in regardless, so the overall impact is expected to be limited.
Who was the birthday message intended for?
The greeting was aimed at a 30‑year‑old viewer who submitted a video clip through the show's online portal earlier that week. The fan’s name was not disclosed on‑air to protect privacy.
Has the BBC issued an official statement?
As of Friday evening, the BBC had not released a public comment. Sources say a statement is being prepared for the Saturday broadcast, where the network plans to acknowledge the slip without drawing further attention.
Will Giovanni Pernice face any repercussions?
There are no indications of disciplinary action. Pernice remains contracted for the rest of the series, and his recent partnership with actress Sarah Hadland is still intact.
What steps is This Morning taking to avoid future slips?
Producers say the show will implement a stricter briefing process for external guests, ensuring any references to ongoing productions are vetted ahead of the live feed.
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