Susanna Reid’s move to ITV and the launch of its glossy new Good Morning Britain show on Monday boosted the channel’s breakfast viewership by a third. But its BBC rival, Breakfast, which Reid formerly presented, still pulled in almost double that audience.
The revamped Good Morning Britain – fronted by Reid, along with former GMTV host Ben Shephard, Charlotte Hawkins of Sky’s Sunrise show and ex-Breakfast reporter Sean Fletcher – drew overnight figures of 800,000, a 20.3% share of the audience in its 6-8:30am slot and up 200,000 on the average for its ITV predecessor Daybreak.
But GMB was trounced by Breakfast, with an average of 1.5 million (35.8%), its second-highest audience of the month, tuning in to watch Bill Turnbull and Louise Minchin on the sofa during the programme's longer running time of 6am to 9:15am.
Reaction to Good Morning Britain was mixed, with Reid in particular coming in for some stick, while many viewers noted the show's similarities to US counterparts like Good Morning America, and complained about a lack of informal chat and distracting on-screen graphics (some fans of Reid even suggested she was wasted behind a desk with her legs out of view).
ITV bosses will be cautiously positive this morning, given the boost in viewers. The question is whether Good Morning Britain can keep its new audience after the novelty wears off.