View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

Good Morning Britain ‘toast’ if it doesn’t reach 15 per cent audience share

By William Turvill

Good Morning Britain is reportedly facing being cut by ITV if its viewing figures don’t pick up.

According to The Sun, the programme is falling short of its targeted 15 per cent of potential viewers, last week averaging a 12.8 per cent audience share.

Its lowest audience, 270,000 (9.5 per cent), was recorded last Monday. The paper reported that the BBC achieved more than four times this figure at 1.17m, 35 per cent of the potential audience share.

Despite poaching Susanna Reid from BBC Breakfast the show is reportedly performing worse than Daybreak, the programme it replaced.

An ITV source told The Sun that the programme could be replaced by cartoons – rather than another breakfast programme – if it doesn’t succeed.

They said: “No one is expecting to beat the BBC and no one is expecting to get over a million viewers. But we do want it to get above 15 per cent — or it is toast.”

Good Morning Britain was launched last month and was initially well received by critics.

Content from our partners
Cannes Lions: The world's best creativity all in one place
L'Equipe signs content syndication deal with The Content Exchange
Journalism can be relentless: But overworking could be fatal

Topics in this article : , ,

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network