Format

ITV has commissioned a second series of How To Clean Up For Cash, its ad-funded entertainment (AFE) format, continuing its commercial partnership with Vintage.com, the managed resale service formerly known as Vintage Cash Cow. Produced by MultiStory Media, part of ITV Studios, in collaboration with ITV's BE Studio, the broadcaster's growing brand-funded entertainment division, the new series will once again see presenter Josie Gibson help British households turn unwanted possessions into cash while reclaiming their living spaces. The format is distributed internationally by ITV Studios.

The recommission follows a strong first run, which averaged 1.5 million viewers and peaked at 1.8 million for its launch episode, demonstrating the audience appeal and commercial potential of brand-funded entertainment. With UK households estimated to hold £32 billion worth of unused items, and more than 60% of people reporting frustration with household clutter, Gibson will return next year to uncover hidden treasures and help families transform their homes and finances.

“I am so excited that How to Clean Up for Cash is coming back for a second series on ITV! I loved helping people reclaim and transform their homes in Series 1. The excitement of discovering hidden treasures and being able to offer people thousands of pounds for possessions they'd been holding onto for years was incredible. I can't wait to go even bigger for Series 2—so if you know someone whose clutter has taken over and who deserves a fresh start, make sure to nominate them!” said Josie Gibson.
Kate Teckman, Head of Development & Commissioning Editor, Factual Entertainment at ITV, added: “This is such a fun format with a heart of pure gold. I cannot wait to see the brilliant Josie Gibson get her calculator out again and turn more British households clutter into cash.”

Anita Markic, Chief Marketing Officer at Vintage.com, said: “The first series showed just how much value is quietly sitting in homes across the country. Viewers may know us as Vintage Cash Cow, and while we’ve since become Vintage.com, the idea is the same: one box, one offer, and our specialist appraisers take care of the rest. We’re delighted to be back with ITV, Josie and MultiStory for Series 2.”
Jason Spencer, Business Development Director at ITV, commented: “We are thrilled to bring How to Clean Up for Cash back to ITV alongside our partners at Vintage.com. This recommission proves the power of innovative ad-funded entertainment. Bringing together brilliant talent, a commercial partner, and an authentic narrative that feels natural, useful, and genuinely rewarding for our viewers.”
Simone Haywood, Creative Director at MultiStory Media, said: “We were thrilled by how viewers embraced the first series, proving that so many of us are sitting on hidden treasures without even realising it. Josie has a magical knack for turning domestic chaos into life-changing cash, and we can’t wait to bring more heartwarming transformations, big valuations, and joyful clutter-clearing moments to ITV for another series.”