Final GMTV fails to attract 1 million viewers

The breakfast station bows out with a whisper.

Final era: Andrew Castle, Emma Crosby, Kate Garraway and Ben Shepherd.

The final edition of GMTV on Friday morning attracted fewer than 1 million viewers. According to ratings data for Friday the final ever edition of the Breakfast programme was seen by just over 900,000 viewers.

The ITV Breakfast programme has been ditched by ITV in favour of a brand-new series, Daybreak, which launched today and is being fronted by Adrian Chiles and Christine Bleakley. However reaction to the Daybreak has been mixed, to say the least; with a lot of viewers posting on ATV Today saying they aren’t impressed.

Big Ratings: Eamonn Holmes pulled in audiences to GMTV in the 1990s.

The final edition of GMTV was beaten by BBC Breakfast which had 1.3 million viewers. The popular BBC programme has consistently beaten its ITV rivals for several years now in a reversal of fortunes. GMTV once dominated the Breakfast television ratings but the premium phone-in scandals seriously damaged its reputation with viewers and several failed revamps also impacted on ratings.

ITV and the media will be paying closing attention to the launch ratings for Daybreak. However, it isn’t just the opening figure that matters with Daybreak but also subsequent ratings as they will reveal how many viewers returned or switched over to Breakfast.


Lorraine Kelly has been part of ITV breakfast since the the mid-1980s. Working on TV-am, GMTV and her own Lorraine show.