GOOD Morning Britain has lost another 100,000 viewers and ratings have almost halved since Piers Morgan quit.
His exit has caused a ratings crisis for the ITV show – which saw its biggest ever viewing figures the day after he left as people tuned in to watch presenter Susanna Reid explain his absence.
On the day he stormed off air – last Tuesday – the ITV show overtook BBC Breakfast for the first time.
Since then the Beeb has seen its breakfast figures soar as ITV's rival show spirals into a ratings slump.
The show has now lost nearly 40 percent of its audience since Piers quit nine days ago.
Yesterday, roughly 800,000 viewers watched the ITV morning show – after it fell below 1million on Friday following Piers' departure.
On Monday and Tuesday this week, 900,000 viewers were recorded as tuning in – compared to 1.29 million on the Tuesday Piers left.
Ben Shephard and Ranvir Singh have since been co-hosting with Susanna.
Piers' shock resignation followed a row sparked when he said he did not believe Meghan Markle's claims about her mental health.
Meghan raised concerns with ITV's CEO after Piers said he didn't believe she had suffered suicidal thoughts.
She made the comments during her two-hour interview with Oprah Winfrey on Sunday, when she said she "didn't want to be alive anymore".
The Duchess of Sussex is said to have been worried Piers' words might affect others struggling with similar issues.
Seniors execs wanted the 55-year-old presenter to say sorry on air but he refused and stepped down from GMB instead.
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