ITV’s Good Morning Britain has lost half its viewers since it launched at the end of last month, but former Daybreak presenter Adrian Chiles has told them ‘it will come good’.

After leaving The One Show with co-host Christine Bleakley to join Good Morning Britain’s predecessor Daybreak in 2010, Adrian was heavily criticised as ratings slumped before he and Christine were eventually replaced, but Adrian has spoken out to defend Good Morning Britain this week.

“I think it’s a perfectly good show,” he said while speaking at ITV’s World Cup launch. “I’ve been there so I know (what kind of pressure they must be under), but I think they’ve got to stick with it and it will come good.”

Susanna Reid and the rest of the GMB team have seen their early morning audience fall from 800,000 for the opening show to under 400,000 a fortnight later, but ITV boss Peter Fincham has also said the broadcaster isn’t panicking about low ratings just yet.

“It’s two or three weeks in the life of Good Morning Britain,” he said when speaking to The Guardian. “In the life of a breakfast show that is a nanosecond. It is very early days and we are right behind it.”