Daybreak’s Low Rating Plunge

ITV Breakfast LTD’s Daybreak – which launched in September 2010 has seen a dramatic u-turn in ratings following a steady rise which has been seen recently. Since the clock’s went back, Christine Bleakely described the show as having a turning point when more viewers tuned in.

According to The Sun, Daybreak hit an all time low earlier this week when ratings plunged to under 400,000 viewers, with Kate Garraway and Dan Lobb presenting the show. The tabloid reports that just 390,000 viewers tuned in compared to 1.2 million for Breakfast on BBC One. While the ratings for Breakfast were down slightly due to the festive period, it was Daybreak which suffered the most.

According to Digital Spy, a source said: “The ratings low is a shock, as it was thought the show had come through the worst. It was thought it should have done alright yesterday as it was the first day back to work for many people after Christmas, but Breakfast absolutely whipped it.”

A spokesperson for ITV said  “The changes to normal viewing patterns as a result of the Christmas holiday have affected the performance of all channels’ breakfast programming this week.”

Updated: Friday 31 December 2010