Good Morning Britain, ITV’s latest attempt at winning the battle for breakfast against the BBC, lost 60,000 viewers between its launch show on Monday and Tuesday morning’s programme, according to overnight viewing figures.
The much-hyped breakfast show, presented by former BBC Breakfast host Susanna Reid, Sky News alumnus Charlotte Hawkins, GMTV survivor Ben Shephard and ex-BBC reporter Sean Fletcher, drew an average audience of 740,000 viewers for its second show, 18.1% of those watching TV between 6am and 8.30am.
The numbers represent a 7.5% drop from the launch show on Monday that attracted 800,000 viewers, a 20.3% audience share.
Although a second day dip is inevitable after the initial novelty of a new show, ITV execs are sure to be watching the numbers carefully over the coming weeks to see if GMB can make any serious inroads into BBC Breakfast’s dominant position in the market.
The BBC’s Breakfast audience went up by 10,000 viewers between Monday and Tuesday, attracting an average 1.5m viewers between 6am and 9.15am, almost double that of Good Morning Britain.
Good Morning Britain replaces Daybreak, the breakfast format ITV launched to much fanfare in September 2010 after poaching One Show hosts Adrian Chiles and Christine Bleakley from the BBC. However, ratings did not live up to the publicity surrounding the show and Chiles and Bleakley were axed from the programme in late 2011 after ratings dropped below that of its predecessor GMTV.
Ratings battles have raged on television in the mornings ever since the BBC launched Breakfast Time in January 1983, just two weeks before TV-am was launched as the first national operator of a commercial Breakfast TV station.