[Brekkie]

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.

Last report I saw a couple of weeks back was around 700,000, which is pretty much around where they were in the Spring.    It does fluctuate a bit quite naturally, so pretty easy for tabloids to create stories based on ratings rises or falls when in reality the change in figures is usually due to factors beyond the show (weather, half term etc.)

Branding wise though it's one of the strongest - hence the attention on it's problems.   Advertisers and sponsors are going to pay more to be associated, and indeed have more opportunities to run different campaigns, than if they stuck a James Martin / Gino / Ainsley Harriot format on in the mornings.

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Live eh. ok... ITV News. maybe in a lighter format.

Well you've just proven axing it isn't the right call.

I suspect if they did what ITV would want to do is try and reduce the two and a half hours they need to fill to something much less, so extending GMB to 9.25 then Lorraine on till 11 for example. You could then extend Loose Women or ITV News by half an hour leaving just a one hour slot to fill.

Take this with a pinch or handful of salt, but the Sunday papers - namely Mail on Sunday - are reporting that bosses are in discussion to make Kate Garraway and Ben Shepherd the new presenting duo on This Morning.

Like I say, take it with a pinch or handful of salt at what is being reported...

That is my fear. I do like Ben but never been a huge fan of Kate Garraway - and I'm not sure how attractive that pairing might be to advertisers. Regardless of your view of Holly on screen we know how she was very much somebody brands and advertisers felt bought in a demo of viewers they want to attract.

I also don't think it's wise to try and solve the problems with one show by causing new problems with another show.