SIX advert appearances in one Dancing On Ice episode. Phil must be dancing on air!

FOR many television viewers, Phillip Schofield is a bit like Marmite – they either love him or hate him.

But his fans got a treat last weekend. Not only was he co-presenting Dancing On Ice, he also featured in two of the adverts.

We Buy Any Car, the second-hand motor company which Schofield is paid more than £1million per year to endorse, is also the official sponsor of the show.

Its advert was shown five times around the hour-long episode – once before it started and during each of the four breaks.

While Schofield doesn’t physically appear on it, his voice does.

But during the second break, viewers saw him for an additional 90 seconds when he spoke to a boss of Lloyds Bank in a separate commercial.

Schofield is paid £750,000 to front ITV’s weekday show This Morning, and is understood to earn another six-figure fee to host Dancing On Ice, which is also on ITV.

Schofield’s deal with Lloyds, which is part of This Morning’s Money Matters campaign, is also described as ‘lucrative’.

A source told The Mail on Sunday: ‘It doesn’t seem that he or ITV are doing anything wrong here but it is without a doubt extremely advantageous to Phillip.

‘It is most definitely a very profitable hour for him.

‘He rules things at ITV and will most likely have been involved in bringing We Buy Any Car to Dancing On Ice.’

While ITV and Schofield are laughing all the way to the bank, fans aren’t quite so taken with his television takeover.

One Twitter user wrote: ‘Phillip Schofield must make a shed ton of money, in the same hour he was on Dancing On Ice, the sponsor of DOI We Buy Any Car, and he was in another ad during the ad breaks.’

Another said of the 59-yearold: ‘Please tell me I’m not the only one sick of seeing Phillip Schofield on the TV.’

Schofield, who announced he is gay in February 2020 after being married to wife Stephanie for 27 years, is one of the most marketable faces on TV. Along with Stephanie, he was the face of Princess Cruises but that came to an end in 2020 during the pandemic.

However, a year ago he was named ambassador of the Craft Gin Club and the adverts appear daily on ITV – at times during This Morning.

The father-of-two, who last year bought a £2million house in Chiswick, West London, is reportedly worth £9million.