ITV spent the morning filming live from Southwold Pier on 19 July, with presenter Kate Lawler hosting a series of prize segments for This Morning and Loose Women.
The segments were filmed in front of the Suffolk landmark and an audience of local residents in order to advertise the channel’s new £90,000 Summer of Money competition.
“We are very excited to have ITV’s This Morning and Loose Women live from the pier today,” said a pier spokesperson. “Launching their new competition, they’ll be here all morning with us.”
The segments were broadcast every half hour from 10.25am, encouraging viewers to enter the competition, with the Suffolk seaside proving an ideal example of where the lucky winner could spend the holiday-themed jackpot.
Speaking ahead of the broadcast, a Screen Suffolk spokesperson told the East Anglian Daily Press that “they are doing a bit on the pier, in front