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Good Morning Britain slows ratings drop as Susanna Reid fronted show levels at 740,000

ITV's new breakfast show, Good Morning Britain, has managed to slow the drop in ratings as the week goes on but is still failing to rival BBC Breakfast.

On Monday, the programme - fronted by presenter Susanna Reid - launched with 800,000 viewers, easily beating Daybreak's average 600,000.

But by Tuesday, 60k had already switched off, seeing the average audience drop to an average 740,000.

Going into the second half of the week, things got even worse, with the show shedding nearly 200,000 viewers by Wednesday.

The third show of the week crashed to an average audience of 640,000, a drop of 100k in just one day.

However, Thursday's figures show the programme rose again to a steady 740,000 viewers, with audiences numbers seeming to settle.

More worrying for show bosses though, is that it seems the ITV viewers are switching over to BBC Breakfast.

The rival show gained 10k viewers on Tuesday, but by Wednesday it had climbed by a further 50,000.

This saw the show pulling in an average 1.56million, it's biggest ratings of recent weeks and nearly a million more than ITV's new launch.

Good Morning Britain viewers have already complained that there is too much going on and that audiences don't see enough of Susanna. But can the show pull back some ratings?

"The launch of a successful show always takes time", pointed out host Ben Shephard recently.

"The biggest thing for me right now is focusing on Good Morning Britain and getting it to a place where we know it is working."

Reid added: "Our responsibility is to create a brilliant programme. Our aim is to grow the audience."