Good Morning Britain 'toast' if it doesn't reach 15 per cent audience share

Good Morning Britain is reportedly facing being cut by ITV if its viewing figures don’t pick up.

According to The Sun, the programme is falling short of its targeted 15 per cent of potential viewers, last week averaging a 12.8 per cent audience share.

Its lowest audience, 270,000 (9.5 per cent), was recorded last Monday. The paper reported that the BBC achieved more than four times this figure at 1.17m, 35 per cent of the potential audience share.

Despite poaching Susanna Reid from BBC Breakfast the show is reportedly performing worse than Daybreak, the programme it replaced.

An ITV source told The Sun that the programme could be replaced by cartoons – rather than another breakfast programme – if it doesn’t succeed.

They said: “No one is expecting to beat the BBC and no one is expecting to get over a million viewers. But we do want it to get above 15 per cent — or it is toast.”

Good Morning Britain was launched last month and was initially well received by critics.

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