ITV rumoured to be axing Daybreak’s Adrian Chiles
Rumours are circulating this morning that ITV bosses are to be considering bumping Adrian Chiles off their flagship morning magazine show, Daybreak.
The move comes amidst flagging popularity of the slot, which has been flat lining at around 800,000 viewers per episode since its high profile £15m launch.
Auguring ill for the format are leaked figures from the Audience Appreciation Index suggest that the show has consistently been ranked amongst the lowest regarded programmes by viewers.
One source told the Mirror that the pair could be “damaging the station’s entire daytime schedule”.
In a blow to Chiles and co-host Bleakley it is reported that these figures have now percolated up to senior management, who after a period of grace are now looking to take action.
The insider added: “Adrian has done well hosting the football and his own primetime show on ITV, but reviews of him at breakfast time are not good. It could be that removing him as a host is a change that is needed.”
An ITV spokesperson said the broadcaster remained “fully committed” to Chiles and Bleakley.