Daybreak audience shrinks again
ITV's troubled Daybreak has seen its audience sink to a new low - drawing just half a million viewers.
The morning show was left trailing in the wake of its BBC rival Breakfast, which had three times as many people watching as 1.5 million tuned in.
The latest figures for yesterday's show are a fresh blow for the programme, which has been battling to match the audience of its predecessor GMTV.
Tuesday's show was fronted by Adrian Chiles and Christine Bleakley who were back after a week's holiday, and guests included Hollywood actress Julianne Moore.
But the show did not at any point hit a peak of a million viewers, a first since it launched at the start of September. And it had an average of 500,000 viewers.
Daybreak replaced the axed GMTV, making way for a rebrand, new studio and change of presenters.
Yesterday's programme was followed by Lorraine. which saw its audience climb to one million.
Little over a week ago Daybreak hit a new low when it dropped to just 600,000 viewers. It launched with a million viewers but its audience soon fell and has continued to drop.
It has led to speculation that ITV bosses may need to step in to save the show as it becomes less enticing to advertisers.
Last night's edition of BBC1's The One Show - which Chiles and Bleakley quit - drew an audience almost ten times greater than Daybreak's, with 4.8 million viewers.
ITV bosses are understood to have put the low viewing figure down to the school half-term.
A spokeswoman said: "ITV has made a long-term investment in breakfast programming."
It was reported today that another ITV production wing wants to turn the show around. However the show spokeswoman dismissed this as "speculation".
Gay couple beaten in park urge MPs to moderate language on gay marriage
Strewth mate. Aussies wave goodbye to Britain as it becomes too pricey to stay
World news in pictures
X marks the spot: The find that could rewrite Australian history
Oklahoma tornado latest: At least 91 dead, including 20 children, as massive storm rips through Oklahoma City suburbs, flattening homes, shops, hospitals and schools
- 1 'He was lucky he didn't die' - George Michael fell out of speeding car onto M1 motorway, according to eye witness
- 2 Tottenham to smash pay scale with £150,000-a-week contract in attempt to tie Gareth Bale to club
- 3 Austerity has hardened the nation's heart
- 4 Gay couple beaten in park urge MPs to moderate language on gay marriage
- 5 Why Arsène Wenger must spend to put icing on the cake and buy likes of Stevan Jovetic for Arsenal
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Win anything from gadgets to five-star holidays on our competitions and offers page.
£35000 - £45000 per annum + Bens: Progressive Recruitment: Drupal/PHP Develope...
Travel and lunch expenses: ESI Media: Rare work experience opportunity for asp...
£28000 - £36000 Per Annum: The Green Recruitment Company: The Green Recruitmen...
£350 - £400 per day: Progressive Recruitment: Agile Java Developer London