“TOWIE Effect” tarnishing reputation of places like Chelsea and Brentwood

15:23 12 December 2012

Mark Wright and James Argent from The Only Way is Essex. Shows such as TOWIE are tarnishing the reputations of certain areas, research says. File picture: Ian West/PA Wire

Mark Wright and James Argent from The Only Way is Essex. Shows such as TOWIE are tarnishing the reputations of certain areas, research says. File picture: Ian West/PA Wire

PA Wire/Press Association Images

The reputations of places such as Chelsea and Brentwood are being dented by reality television shows, according to research.

Rightmove surveyed home-movers to find out if their views of certain areas had changed because of reality television shows filmed there.Rightmove surveyed home-movers to find out if their views of certain areas had changed because of reality television shows filmed there.

The TOWIE Effect, named after reality television show The Only Way is Essex, has tarnished the reputation of places seen on screen.

Rightmove carried out research which showed a third of Brits felt Made In Chelsea had made the prime central London area of Chelsea a less desirable location.

Only 12 per cent stated they now view the places where they see Hugo, Spencer and company on their screens as more desirable, with one in five, or 21 per cent, believing Made In Chelsea has had no effect and 35 per cent were either unaware of the show or didn’t know.

When asked about TOWIE, 48 per cent of people said they now view Brentwood as being less desirable as a direct result of seing Mark, Arg, Amy, Joey and company on the hit ITV show.

Only 11 per cent of those surveyed felt TOWIE had made Brentwood more desirable, with 15 per cent claiming it had no effect and 24 per cent stating they didn’t know about the show.

Property website Rightmove surveyed 4,280 home-movers from across the country on whether their perceptions of Brentwood, Chelsea, Newcastle and Cardiff had been altered by the respective reality shows set there.

The company’s director and housing market analyst Miles Shipside said: “Even though these programmes deliberately set out to show extremes, it is interesting how viewers’ judgements of each location are being influenced.

“It appears that light-hearted stereotypes can lead to a sweeping opinion of what a place is really like.

“These views are possibly wide of the mark, but could have a lasting impression on how the locations are now perceived and give their relative tourist boards a real headache.”

Sign up for our news alerts today!

Our editors' picks for the day's top news delivered to your inbox or phone.

Sign up for email alerts Sign up for mobile alerts
1
2 3 4 5 6
7

Latest London news

Tuesday, April 28, 2015
Oxford Street is closed due to a suspicious package (Photo by Peter Macdiarmid/Getty Images)

Oxford Street has reopened after being closed both ways between Marble Arch and Portman Street due to a suspicious package.

Tuesday, April 28, 2015
Charlina May was last seen in Barnet on Monday afternoon [Photo by Metropolitan Police]

A young teenage girl from Barnet has gone missing in central London and police are urging anyone who might have seen her to contact them.

Tuesday, April 28, 2015
Blogger Catstello posed with her friend Fiona in protest at the adverts

A protest against ‘sexist and offensive’ adverts asking women ‘Are you beach body ready?’ will take place from 3pm in Hyde Park on Saturday.

Tuesday, April 28, 2015
The station as it stands nowadays [Photograph by Mike Quinn]

Down Street Tube station in Mayfair is to be given a new lease of life more than 80 years after it closed, as TfL invites businesses to move in.

Tuesday, April 28, 2015
The red and white striped house in South End, Kensington [Photo by John Stillwell/PA]

The homeowner who gave her multimillion-pound Kensington town house a “garish” red and white striped makeover has been ordered to cover it up by the local council - or they will paint over it for her.

What is this?

Near You Now

Don't Miss...

Competitions

Two phones. Same phone case. Genius.

To celebrate the launch of the first luxury dual phone case, PearPeel, we are giving away two of the black leather Rocha cases, perfect for holding two iPhone 6 handsets.

Read more
Stickers claiming voting was against Islamic teachings have been put up around Manor Park

Stickers placed on lamp posts warning Muslims not to vote in the upcoming election have been condemned for copying ‘evil’ Islamic State teachings.