'Good Morning Britain' has been rated ITV's least-loved show of last week, according to new audience research.
The Susanna Reid-fronted breakfast show has been a turn off for viewers since it launched last week but new leaked data has dealt a further blow for the 'Daybreak' replacement.
The 'Good Morning Britain' presenting team
According to the Audience Appreciation Index data, where viewers rate shows out of 100, 'Good Morning Britain' scored just 59 last Tuesday, the lowest-rating show on ITV or BBC1.
That was only just in front of a party political broadcast by the British National Party, which scored 43 points.
Meanwhile, 'BBC Breakfast', which Susanna used to present, scored 75 points and has been attracting 1 million more viewers than its ITV rival.
In fact, 'Good Morning Britain' was bottom of the ratings every day of its first week on air.
An industry source told The Sun: “If people don’t like the show you’re in trouble.”
Last week, fellow news reader, Natasha Kaplinsky praised Susanna Reid for her presenting on ‘Good Morning Britain’.
She told The Mirror: “It looks great so far, although I was getting two children dressed and washing my hair and feeding the dogs and cats at the time.
“I know Susanna and went to see her in the 'Strictly' final because it was 10 years since I won. She seemed to be having a ball and really enjoying it.”