ITV: "Daybreak underperformed"

Hosts Adrian Chiles and Christine Bleakley have not drawn as many viewers as GMTV.

By Susannah Butter Published 03 March 2011

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.

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View the discussion thread.

17 comments

Thu, 2011-03-03 17:38 — Tom Blanchard (not verified)

GMTV was brilliant - don't know who came up with this idea of ''Daybreak''. I, like many others, have also switched over to BBC.

Bring back the lovely Andrew Castle, Penny Smith and John Stapleton for higher viewing figures.

Thu, 2011-03-03 18:35 — Sue Allford (not verified)

I cannot stand Adrian Chiles or Christine Bleakley. Adrian Chiles on anything is a turn off! I tried it for a week and now prefer Sky!!! even Eamon Holmes is more interesting than Adrian Chiles.......why is he a presenter at all?

Thu, 2011-03-03 18:42 — Bored at Daybreak (not verified)

I also think GMTV was brilliant. If it Had to be changed why not just give the programme more airtime? The present format and presenters are sooooo boring. I go to BB1 and Sky for the news these days along with my friends who also think 'Daybreak' is dreary.

Sat, 2011-03-12 19:18 — Neil (not verified)

I have to largely disagree with all the comments made about Daybreak. At first I hated it, didn't really like Adrian Chiles or Chirstine Bleakley. But it has since grown on me. It is isn't perfect by any means but its improving.

I used to be a massive fan of GMTV years ago but I lost complete interest in the programme. It became boring, old, mundane and outdated. After Eamonn left it became rubbish in my opinion.

I still like Sky Sunrise but I think BBC Breakfast is just so boring. I think Daybreak can get much better and they have a fantastic studio which will look great in the summer.

They just need to have more news features and stop all the lighthearted rubbish that GMTV was infamous for.

Thu, 2011-03-03 19:38 — sandra (not verified)

Wot a load of rollocks!!!!!!!!!!!!!!!Chiles still squints to read the auto q ,and she,s got her head so far up her rectum, it,s laughable. Bring back Penny, tho I doubt she would ever consider.Please ask Chiles to stop sprayin the screen, with his saliva. His gob has a way of it,s own!

Thu, 2011-03-03 19:59 — Loz (not verified)

I have watched it since Eamon and Fiona, Bring back Penny, Kate, Richard and Ben! They were 10 times better! It's not all about how many viewers but making you feel good in the morning.... GMTV DID, Daybreak doesn't. Adrian Chiles is NOT a morning presenter, please replace him!

Wed, 2011-06-01 11:54 — sandra plaskow (not verified)

it all a lot of laughing and joviality but not genuine,the newscasters cannot read and dan lobb is a good looking glass of water chiles repeats himself all the time and the content is nothing but repeated stories,,bring back GMTV quickly!!!!!