20% of viewers desert Daybreak show
ITV's breakfast show Daybreak has lost a fifth of its viewers since it launched last week.
One million people tuned in to see Adrian Chiles and Christine Bleakley present the first show and interview guests including former prime minister Tony Blair.
But the latest figures show only 800,000 watched the show on Tuesday, while its rival BBC Breakfast had 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% 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."
Reuniting Bleakley and Chiles, who became household names on The One Show on the BBC, was part of a plan to bring back viewers who switched off towards the end of GMTV's run, but ITV insiders insist they did not expect to reverse viewing trends overnight.