ITV's new early morning breakfast show 'Daybreak' debuted with one million viewers, but lagged 400,000 viewers behind BBC One's 'Breakfast', according to unofficial overnight figures.
BBC One’s round-up of news and current affairs, simply called ‘Breakfast’, was watched by an average of 1.41 million viewers between 6am and 9.15am, a 32.4% share of the available audience.
The peak audience for ‘Daybreak’ was at 7.35am with 1.5 million viewers, a 27.7% share of the TV-watching audience.
The average audience for ‘Daybreak’ yesterday was 23.1% higher than GMTV's average of 824,400 viewers across the working days of last week, Tuesday 30 August to Friday 3 September.
For the week beginning 7 September 2009, ‘GMTV’ averaged 660,000 viewers between 6am and 8.30pm, and a 17.9% share of the TV-watching audience.
ITV took full control of GMTV, which was a separate business with its own sales house, in November last year, when it bought Disney’s 25% stake in the broadcaster for £22.25m. The rebrand of ‘Daybreak’ is part of the integration of the businesses.
The opening episode of ITV1’s new drama ‘Bouquet of Barbed Wire’, a remake of the 1970s series, won the crucial 9pm to 10pm slot with an average of 5.2 million viewers, a 20.8% share of the TV-watching audience.