Doubts arise over ITV's dream daybreak team

Mixed news so far for ITV bosses about their much-hyped dream couple Adrian Chiles and Christine Bleakley who have taken over the early morning sofa in an attempt to revive its performance in that slot, where it has been regularly thrashed by the BBC’s breakfast offering.

While “Daybreak” hit over a million viewers on its debut morning on Monday, 85,000 viewers switched off or over on Tuesday leaving the former BBC duo with just 929,700 viewers, still way behind the BBC’s 1.45 million.

On the other hand Chiles and Bleakley are pulling in an audience that is still 40 per cent higher than the average for the tired old GMTV a year ago.

The question advertisers and agencies will be asking is how much of this is a novelty effect.

Traditionally BBC stars have somehow lost their magic when transferred to the commercial environs of ITV (remember Des Lynham) so there will a few chewed fingernails at ITV headquarters for a few weeks yet.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.