[XIII]

Amongst all the opinion about the This Morning brand being tired, toxic or past its sell-by date, I’ve not heard any actual hard data in terms of viewing figures.

Are they absolutely terrible, or are they, as I suspect, down a bit on their peak but nothing for bosses to lose too much sleep over – rather like GMB post Piers Morgan? Unless they’re absolutely haemorrhaging viewers, I don’t see the axe being wielded for the show any time soon.

Ratings are one thing but This Morning still have various sponsorship deal plus the competition so it likely makes ITV money. 

If This Morning were to be replaced, the new show would be exactly the same in terms of content.