The ratings for ITV’s much hyped new breakfast magazine show Daybreak have failed to impress as, after just over a week on-air, they are already beginning to fall.


If you went by the comments on ATV Today regarding Daybreak then you’d get the impression the new ITV breakfast show wasn’t very popular with viewers. Since Daybreak’s launch last week – with new presenters Adrian Chiles and Christine Bleakley – viewers have been posting on here in there droves complaining about the new format. One thing is quite clear – they want GMTV back.


However, it isn’t just the comments on ATV Today, Facebook and various other internet sites that demonstrate Daybreak has failed to charm audiences. The ratings for the new programme tell that story quite clearly. Daybreak launched with narrowly more viewers than GMTV ended with – just under 1 million viewers. Last Tuesday that dropped to 900,000 and on Friday it dropped to 800,000 – and they haven’t risen since. By comparison BBC One’s own programme Breakfast has held steady at 1.4 million viewers.


Now, of course, it is still early days for Daybreak but unless it can turn itself around very quickly and take onboard criticisms aimed at it the show will not last. So by Christmas the format will have probably undergone its first revamp and be a little more GMTV than RI:SE.

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