ITV’s new breakfast show Daybreak has been a flop with viewers in its first week of broadcast, according to official figures from TV research body Barb.
The Mirror reports that the show only scored an audience approval rating of 56 out of 100 for the first programme on Monday. TV insiders reportedly regard a score of less than 60 to be a poor result.
The figure for the second day’s show, which is presented by Adrian Chiles and Christine Bleakley, rose to 58 out of 100.
“The only ones happy with the figures were the staff who worked on GMTV, the show Daybreak has replaced,” an insider told the paper.
“To get Audience Appreciation Index scores this low was extremely disappointing and shows how much we have to improve.
“Hopefully things will improve when people know the brand while people here stress this is a marathon and not a sprint. But I’m sure someone like Adrian would take these figures very seriously.”
Viewing figures for the show also fell later in the week to just 900,000, despite big name interviews with the likes of Prince Charles and Tony Blair.
And some viewers have reportedly criticised the show for being too similar to The One Show – which Adrian and Christine co-hosted on the BBC.
ITV refused to comment on the figures but said, “We are pleased with the performance of Daybreak and we have had very positive feedback.”