Romesh Ranganathan was paid to lead BBC’s ‘nauseating’ big-budget licence fee ad… as viewers slam desperate 4-min promo

ROMESH Ranganathan was paid to star in a big-budget BBC advert designed to drive viewers to pay their licence fees. The new four-minute ad showed the comic promoting the broadcaster’s biggest shows but many viewers slammed the commercial as “nauseating”. Romesh Ranganathan was paid for fronting the BBC’s attempt to drive viewers to pay the licence fee Credit: PA The BBC released the new advert after a report revealed more than half a million people have stopped paying Credit: BBC It was aired for the first time in the World Cup final and comes after a report revealed more than half a million people have stopped paying. Ranganathan, 48, initially said he was “honoured to be asked to front it”, but was in fact paid to lead the advert. Sign up for the TV newsletter Thank you! The BBC has not revealed the amount he was paid but said he was compensated for the significant time he spent filming. A spokesperson said: “Romesh was paid for his involvement in the film, due to the significant time commitment required during filming. The star was compensated for the significant time filming took up Credit: PA There are a host of famous faces in the advert “Creative development was done in–house, and the majority of people gave their time for free. “Like other broadcasters, we promote our services creatively to ensure audiences across the UK can get best value from the BBC.” The ad was met with instant backlash on social media and viewers slammed the clip as “dreadful” and “nauseating”. One user wrote: “So when we are not being bombarded by a QR code for a BBC TV licence, we were subjected to a dreadful AD. Oh dear how desperate!” Most read in TV As well as starring in the advert, Ranganathan wrote an article for the organisation’s website on why he had to make a case for its continuation. He wrote: “I strongly, strongly believe that the BBC should exist. “It’s not without its flaws, and there have definitely been times and issues where I wished it could have dealt with things differently – but it adds so much to our lives, and I’m really proud of it.” Alongside Ranganathan the ad featured almost 100 stars from Claudia Winkleman, to Chris Martin, to Louis Theroux. Between 2024 and 2025, 300,000 fewer people purchased a licence Credit: BBC The ad ends as ballroom dancers prance around Romesh in a grand finale Credit: BBC At a time when much debate is rumbling over the legitimacy of the fee, the broadcaster uses the commercial to ask “what has the BBC done for me?” Set in EastEnders‘ pub The Queen Vic, Romesh reads the front of the fictional Walford Gazette, emblazoned with the headline “Is The BBC Really Worth It?” As Coldplay star Chris tinkers the EastEnders theme tune on the pub’s piano, Romesh begins singing a ditty, listing the BBC’s strengths, such as its £2.5 billion fundraising efforts and smash hit shows like The Traitors. Traitors host Claudia Winkleman pulls a pint, which is quickly passed to Radio 1 star Greg James, as Romesh pushes through other celebrities to exit The Vic. He bumps into Children In Need‘s Pudsey the Bear, walks past Alan Carr on the drums, and sings of how the broadcaster introduced the nation to Adele. Romesh then takes a stroll through a variety of the BBC’s famous sets. He stumbles upon Ruth Jones‘ Gavin and Stacey character Nessa, who bigs up the benefits of BBC regional radio, before lauding the likes of long-running medical drama Casualty and children’s TV hits such as Mr Tumble and Wallace and Gromit. Romesh is then attacked by the Daleks from Doctor Who, poking fun at the show’s fanbase – a joke that comes as the sci-fi series has been shelved. A classroom full of schoolkids then raves about educational initiative BBC Bitesize, as Romesh clambers into the newsroom and sings about their “thoroughly verified” journalism. Further stars crop up as Romesh sings about Mary Berry, Glastonbury, Wimbledon coverage, Graham Norton, Gladiators and David Attenborough, reminding viewers that “on top of all that, they don’t even have ads!” This may have felt too soon for football fans who raged after a TV licence fee notices appeared during England’s semi-final clash with Argentina. Documentary legend Louis Theroux also appears, threatening to end the BBC, his hand hovering over a giant on/off switch, adding: “None of this has to exist if we don’t want it to!” Romesh then explains that the money paid for the BBC contributes £6.5 billion for the economy. The ad ends as ballroom dancers prance around Romesh in a grand finale, with Romesh asking once again what the BBC has done for him? Anton Du Beke offers one last suggestion: “Strictly!” But many found the commercial to be a desperate ploy. The commercial highlighted the role of BBC verify Credit: BBC One view said: ‘What did I just witness?’ Credit: BBC One viewer posted: “This desperate BBC ad is beyond nauseating.” Another added: “What did I just witness? BBC spending our money to tell us they’re wonderful and we’re ungrateful?” In an accompanying press release, Kerris Bright, the BBC’s Chief Customer Officer, explains the ad, referencing the Government’s Charter renewal where they will debate the future of public service broadcasting. She highlights that “the way people watch, listen and consume media has been transformed” and adds: “At the same time, trusted information, shared experiences and content that is available to everyone feels more valuable than ever.” This campaign comes after a million people ditched the licence fee in the past year – marking the biggest drop in numbers since the Covid pandemic. According to the corporation’s own annual report, over 500,000 people stopped paying the fee in the past year. During the pandemic numbers came down by 738,000, now the number of people paying the fee is the lowest since 1999. Between 2024 and 2025, 300,000 fewer people purchased a licence. The report concluded that the fee, which totals £180 per home, “remains insufficient to sustain a universal public service.” This year’s drop of 539,000 leaves just 23.3million people paying the fee, compared to last year’s 23.8million. 1 comment1