It was his big career move, a multi million pound deal which saw Adrian Chiles defecting from the BBC and joining commercial TV channel ITV. However, insiders say his time on breakfast TV could be drawing to a close.
New leaked industry figures from the Audience Appreciation Index (AI) have revealed that Daybreak, which is fronted by the presenter, is not impressing viewers and is one of the least popular shows on TV.
The launch of the new series cost £15 million last September and included huge payouts to Adrian and co-host Christine Bleakley. But with viewing figures regularly coming in at around 800,000, TV chiefs are reportedly growing increasingly concerned the show’s unpopularity could have a “knock-on effect” on the rest of the channel.
An insider told the Daily Mirror newspaper: “A number of big changes are being considered now because the ratings are simply not good enough. Bosses were very patient about the low audience figures, hoping they would slowly improve over time.
“But research is suggesting that ‘Daybreak’ is now damaging the station’s entire daytime schedule. That simply won’t be tolerated. We don’t want these figures to have a knock-on effect, so there are still big changes that need to be made.
“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.”
Following the results of the new AI Index – a daily poll of 20,000 people to track viewer satisfaction – an ITV spokesperson admitted bosses would be making “necessary changes” in the hope of increasingly the popularity of the show.
The spokesperson said: “‘Daybreak’ has not performed as well as we had hoped.
“We are delighted in the steady growth in audiences for ‘Daybreak’ since the turn of the year with average audiences of 800,000. We are committed to an ongoing dialogue with our audience.
“We’ve listened to feedback, constantly looked at the programme ourselves, making adjustments and invested in the editorial where necessary. We will continue to do so. We are fully committed to Adrian and Christine as the faces of ‘Daybreak’.”