What the channel didn’t expect, however, was 60,000 viewers opting to stay indoors to watch the blank screen instead.
While 60,000 remained indoors, Team GB claimed more than 100,000 people took part in the scheme across the UK.
While several people used their social media accounts to promote ITV’s campaign, several joked about the hour-long shutdown via Twitter.
ITV enacted a post-Olympics shutdown on Saturday morning (27 August) which saw the network switch off all its channels in a bid to get audiences off their sofas.