I thought this the other night, its not like its a 2 hour train journey away.
Most reality shows seem to have a new panel each day/week etc but IAC has been having the same ones for 3/4 days so although it might look like a lot I guess if they have the same person on for say 3 days its cheaper than 3 celebs for 1 day. The probably budget for 20 celebs to appear throughout the 3 weeks with them doing 3 or 4 shows each, expenses and hotels paid for and an appearance fee of lets say £10k per person is that makes it £200k budget for panels celebs. A lot yes but IAC is one the ITVs biggest show and the main show and the Now! show will have a combined budget which is probably afew million therefore £200k is lose change within a budget of that size.