Good Morning Britain viewers continue to drop off after their main anchorman Piers Morgan abruptly left the show.
The 56-year-old entered into an on-air showdown with weatherman Alex Beresford after the pair had shared opposing views on the Meghan Markle tell-all interview with Oprah Winfrey.
After listening to Alex for long enough, Piers stormed off set and later handed in his notice to ITV chiefs.
Since then, the breakfast show programme has seen rapid declining viewings, with the programme dipping to 0.86 million on Bank Holiday Monday.
It didn't seem to stem BBC Breakfast's good fortune – who have been reaping the rating benefits ever since Piers' departure – with the show seeing more than two million tune after the Easter weekend.
A TV informant explained to The Sun that it is "normal" to see figures dip during this particular period.
The insider told the publication: "Bank holiday figures are often down on the slot average, this was also BBC Breakfast's lowest audience this year apart from New Year's Day so it is the same for everyone."
Piers left the morning programme with his head held high after GMB managed to fend off their rivals in the viewing wars.
His live spat with the meteorologist caused viewings to sky rocket, with ITV beating the BBC Breakfast for the second time ever in history.
As Piers stomped off set, GMB were handed their highest ever ratings at 1.89 million, since then the programme has seen a rapid decline with viewers promising on Twitter they'll be "switching off".
Meanwhile, the Life Stories star caused quite a stir this week in the media this week during a US interview with Tucker Carlson.
In the open and frank chat, he demanded for Meghan to "names the royals who rejected her requests for help after claiming she was suicidal".
The TV presenter revealed in recent memoir published by the Daily Mail, that Meghan had filed a complaint against him after he'd aired that he "didn't believe her" – especially when it came to the Suits star's mental health claims.
Meghan, who was a famous actress before marrying Prince Harry allegedly filed a complaint with ITV's CEO who demanded for Piers to apologise.
Defiant Piers decided to stick to his guns and refused to issue a sorry, he therefore exited GMB as a result.
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