Mr Selfridge series wets the nation’s appetite for an affair

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ITV’s hit series Mr Selfridge gives Sunday night boost to website

Mr Selfridge, has given a boost to dating website,

The new Sunday night cult drama, Mr Selfridge, has given a boost to a naughty dating website. one of the UK’s most active adult dating sites, says that it saw a spike in activity after the ITV period drama aired both its debut and second episodes this month.

It seems the flirtatiously charged antics of the lavish characters in Mr Selfridge have wetted the appetite of the public to inject some romantic excitement into their own lives. The dating website saw more than 900 new memberships on Sunday 6th January and more than 1,000 new accounts created on Sunday 13th January. Around half of those came after 10.30pm, when the TV show finished airing. usually sees an average 700 new members join each day and an average 21,000 new members per month. That means there was an increase of 40% in new memberships following Sunday night’s screening of Mr Selfridge and an increase of nearly a third the previous week.

Starring Jeremy Piven and Katherine Kelly, the series tells the true story of Harry Selfridge as he set about opening the luxurious department store Selfridge’s on London’s Oxford Street. Set in 1909 at a time when women were revelling in a new sense of freedom and modernity, the story shines light on the indulgent affairs of high society and clandestine romances amongst the young glamorous female retail staff.

The ITV witty screenplay secured 6.86 million (26.7% of audience share) viewers when it first aired on the 6th January. The salacious undertone of the storyline has obviously roused viewers. In addition to new memberships, saw a steep rise in the number of log-ins of existing members on both Sunday evenings.

At the peak of activity there were 22% more members logged on in the hour between 10-11pm on Sunday the 6th January, and nearly 30% more activity than usual in the same hour on Sunday 13th January.

Paul Graham, founder of the site, says: “Whenever we see an unusual spike in activity or membership we always look at what events or trends may have caused it. With such a strong peak in our traffic two Sundays in a row at exactly the same time, we can only think that the bubbling love affairs in the enviable life of Mr Selfridge and half of his cast have given people ideas. There is also a certain seductiveness in the era when the story is set, at a time when Victorian morals were finally loosening and when mistresses and extra marital lovers became rife.”

It isn’t just men who want to imitate the mischievous Mr Selfridge either. There was an equal spike in new female memberships as male memberships. says that it out of every 10 new members, 6.5 are men. This ratio remained consistent with the recent Sunday night boost in memberships, meaning the lascivious storyline of Mr Selfridge has every bit of appeal to women as it does to men.

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Paul Graham
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