ITV: "Daybreak underperformed"
Hosts Adrian Chiles and Christine Bleakley have not drawn as many viewers as GMTV.
ITV has confessed that breakfast TV show Daybreak, presented by Adrian Chiles and Christine Bleakley, has "not performed as we would have hoped".
Chiles and Bleakley relaunched the breakfast programme on 6th September after they defected from the BBC.
After nearly six months on air, the programme has averaged around 100,000 viewers less than GMTV, the show it repalced.
Barb figures reveal that Daybreak's average audience has been 800,000, an 18.5 per cent share.
During the same period GMTV had a 23.4 per cent share.
Meanwhile, the average audience of BBC 1's Breakfast has risen by 300,000
ITV chief executive Adam Crozier said that the programme has improved over the last few months and it is vital that the broadcaster continues to invest in the show.
Chiles admits the show has had difficulties but has urged audiences to give it another chance.