Is Ant and Dec Tv Duo's Brand Under Threat?

The TV duo's brand, honed over more than two decades, is under threat after the crash (Source: Kieron McCarron - REX - Shutterstock)

• Ant McPartlin, 42, was arrested after crashing his car on Sunday at 4pm 
• The incident took place on Lower Richmond Road, Richmond, West London 
• He had been out walking his dogs with his mother, who was also in the car 
• The presenter failed breathalyser test at the scene of the crash and was arrested ITV shows Good Morning Britain and Lorraine discussed the incident while viewers hit out at This Morning for not acknowledging the accident 
• Ant has checked into a treatment facility following his arrest on suspicion of drink driving 
• Saturday Night Takeaway will not broadcast this coming weekend, while a decision has yet to be taken about the remaining episodes in the series

Declan Donnelly is said to be 'devastated' that his best friend and presenting sidekick Ant McPartlin will go back to rehab, following his arrest on suspicion of drink-driving.

The Sun reports the 42-year-old presenter, who has not spoken publicly on the arrest, is 'gutted' for his friend of 29 years, and worried for the future of the TV partnership.

A source told the website: 'He’s just really upset about it all just on so many levels - gutted and worried about Ant obviously and devastated he’s going back to rehab.

TV favourites: The Sun reports the 42-year-old presenter, who has not spoken publicly on the arrest, is 'gutted' for his friend of 29 years, and worried for the future of the TV partnership

This comes amid claims that the TV duo's brand, honed over more than two decades, is under threat after the crash.

Brand expert Marcel Knobil told The Daily Star the pair's clean-cut and family friendly image could be permanently damaged by the incident.

He said: 'They are such a resilient brand and that has been demonstrated by the fact that it wasn’t too badly damaged by his previous troubles.

'But a brand has a breaking point and this could be it.

'It’s very important to recognise that it’s only the most popular celebrities that are forgiven and that’s what he is. He has been forgiven to date but this really does up the volume'.

Popular Saturday evening show Saturday Night Takeaway will not broadcast this coming weekend, while a decision has yet to be taken about the remaining episodes in the series.

A rep for Ant and Dec told MailOnline: 'Ant has decided to go back into treatment and step down from his current TV commitments.

'He has spoken with Dec and ITV today and asked for time off for the foreseeable future. As such Saturday Night Takeaway will not be going ahead this Saturday.'

While an ITV spokesman said: 'TV has taken a joint decision with Ant and Dec’s team not to broadcast Saturday Night Takeaway this weekend.

Talented: Brand expert Marcel Knobil told The Daily Star the pair's clean-cut and family friendly image could be permanently damaged by the incident

'We will be reviewing options for the last two episodes of the series (March 31 and April 7) which would not feature Ant who is taking time off to seek treatment. We very much hope that he gets the help that he needs.'

Ant - who split from wife Lisa Armstrong earlier this year after 11 years of marriage - was arrested at 4pm on Sunday after allegedly hitting two cars in his black Mini sports car while driving with his mother in Richmond, south west London.

One onlooker, Jake Spencer, said the Britain's Got Talent star was argumentative towards cops when they tried to put him in a police car after he failed a breath test.

He said: 'They are such a resilient brand and that has been demonstrated by the fact that it wasn’t too badly damaged by his previous troubles. But a brand has a breaking point and this could be it'

He told The Sun newspaper: 'Ant looked in a right state and was acting argumentatively toward a policewoman. I couldn't believe it when I saw who it was.

'The woman was trying to arrest him and get him in the police car but he clearly wasn't having it. He was not making it easy for her and he seemed to be trying to wriggle out of her clutches. He was not in a good way.

'Eventually she got him in the police car. There were about six or seven police cars in total.'

It is thought Ant veered into the wrong lane after coming round a sharp bend, hitting a green Mini before crashing into a BMW X5. A three-year-old girl was taken to hospital to be checked over as a precautionary measure.