ITV Daytime programmes, as we recently reported, are far from the success they appear to be…
As we recently noted This Morning, Lorraine and GMB are way behind the BBC One rivals when it comes to the daytime schedules. ITV uses ‘reach’ to enhance their figures, which is the same viewers across a week added together to look more impressive to advertisers.
Now it seems the bookies have tuned in to the fact viewers are turning out, with a focus on This Morning, the battered and brused live five-days-a-week magazine show that over the past three years has been at the forefront not of television but of several controversies ranging from entitled presenters queue jumping, the apparent distaste to viewers ‘tower block Tracey’s’ and the departure of a host due to his ‘not illegal, but unwise’ behind the scenes affair – so unwise he decided it needed a gagging order.
Betideas now offer odds-on This Morning will be axed within tweleve months following viewing figures decline.
The viewing figures of ITV’s This Morning have reportedly plummeted since Ben Shephard and Cat Deeley took over, and the show looks in serious danger of being axed within the next 12 months, according to betideas.com. The show is currently odds-on to be cancelled within the next 12 months at 4/5, with an even-money price for it to brave the storm and avoid cancellation.
Recent figures show Breakfast on 1.23m (41.2%) while Morning Live reached 1.04m (30.4%)
Over on ITV Good Morning Britain – 599k (20.7%) and appallingly low figures for Lorraine – 495k (14.1%), she used to draw over a million and outrate GMB while This Morning – 567k (16.9%).
Lee Astley, spokesperson for betideas.com:
“Since Ben Shephard and Cat Deeley took the reins hosting This Morning on ITV, the viewing figures have reportedly plummeted, which has resulted in the show being odds-on to be axed within the next 12 months at 4/5.
“Should ITV deem the show worthy of continuation, This Morning is even-money to avoid cancellation within the next year.”
This Morning to be cancelled within 12 months:
TV Critic for ATV Today, Vivian Summers:
“The problem with ITV axing This Morning is they’re so devoid of any creative talent or ability they’d struggle to come up with ideas of a replacement. Just look at what happened when they had to dispose of Jeremy Kyle – they extended GMB and moved Lorraine Kelly later. Hardly innovate and create is it?”
