Bleakley's Daybreak loses viewers
Daybreak has shed a fifth of its viewers in just one week.
Adrian Chiles and Christine Bleakley, who jumped ship from the BBC, got off to a good start with around one million viewers and top name guests like Tony Blair and Prince Charles on the ITV1 breakfast show.
Since then, ratings have dropped to 800,000 viewers this week, while rival BBC Breakfast has retained its 1.4 million viewers.
An ITV spokeswoman said: "Daybreak has made a strong start in a very competitive breakfast television market, with viewing figures for its first week up over 11 per cent on the average for GMTV and positive feedback on the new show from our viewers.
"ITV has made a long-term investment in new breakfast programming and, after over five years of decline for GMTV, we have already halted a downward trend in viewing and look forward to building on this and welcoming new audiences to Daybreak and Lorraine."
But a YouGov poll for The Sun also found that more than half of Daybreak viewers preferred axed predecessor GMTV to the new format.
Only 16 per cent said that Daybreak was better and 18 per cent said they were equal, despite the millions spent by ITV on the new show.
According to the newspaper, more than half also said they preferred Adrian and Christine's predecessors.