This Morning loses 100,000 viewers in a week: ITV show suffers another ratings drop amid Phil and Holly feud as pair returned to sofa for fourth day
This Morning has shed 100,000 viewers over the course of a week in another ratings blow for Holly Willoughby and Phillip Schofield amid their much publicised feud.
ITV bosses were said to be ‘beside themselves’ on learning that the audience for Monday’s episode had dropped an almost unprecedented 20 per cent to 724,000 compared to the same day last week.
While Tuesday’s episode did slightly better, with an average of 663,000 viewers, yesterday’s attracted only 551,000 – down from 647,000 on Wednesday last week. The peak viewership also reduced significantly, from 905,000 to 683,000.
Phil, 61, is said to be resisting calls to quit despite his popularity with the show’s viewers taking a hit amid the continuing off-screen dispute with Holly, 42 – his former best friend.
Today’s show opened with a brief speech by the robot, which described This Morning as ‘the UK’s number one breakfast show’.
Holly and Phil presenting This Morning today, where they opened the show with a discussion about Harry and Meghan
Today’s show opened with a brief speech by the robot, which described This Morning as ‘the UK’s number one breakfast show’
The light-hearted skit prompted a barrage of jokes from viewers on social media
The light-hearted skit prompted a barrage of jokes from viewers, with one tweeting: ‘Phil’s replacement revealed at the start of the show – a robot! You couldn’t make it up…’
A second wrote: ‘The robot would be a preference to these two robotic people presenting, although all three are equally pre-programmable.’
Body language expert Judi James described the robot as a ‘welcome ice-breaker’ for the presenting duo.
‘After their awkward, toe-curling body language moments this week it was the best gag to get Holly and Phil replaced by a robot this morning,’ she told MailOnline.
‘It was hilariously obvious that the robot’s surreally-realistic body language was a masterclass of measured, authentic calm confidence next to the tension from the desk beside it.
‘The robot did provide and ice-breaker for Holly and Phil, with Phil pulling a fear face and Holly even screaming and trying to clamber over the desk to get away from it.
‘The robot even did a tie-sign to the viewers, tapping the side of its nose in a collusion gesture.’
It comes amid fresh embarrassment for Holly and Phil when the deputy prime minister used reports of their off-screen feud as fuel for an attack on Labour in the Commons.
Oliver Dowden, standing in for Rishi Sunak at Prime Minister’s Questions, described opposition leader Sir Keir Starmer and his deputy Angela Rayner as ‘the Phil and Holly of British politics’.
Explaining his statement, Mr Dowden said: ‘All lovey dovey on the surface, they turn it on for the cameras, but as soon as they’re off, it’s a different story. They’re at each other’s throats.’ One ITV insider described the MP’s comments as a ‘cheap shot’.
The embarrassing episode prompted yet another crisis meeting at the broadcaster, with one source saying: ‘Enough is enough.’
They added: ‘You know things have got really serious when they’re mentioned in the House of Commons.
‘This is no longer just a bit of beef on Twitter.
‘Those upstairs know they have to act – they just don’t know what to do.’
Another ITV insider described the situation between the two presenters as being like a ‘runaway train that cannot be stopped’.
Phil, 61, is standing firm amid calls for his resignation due to his appeal to viewers being on the wane.
Sources say it is causing a headache for ITV bosses because they are desperate to keep Holly while they would be inclined to depart with her co-star.
One told the Mail: ‘Phil doesn’t see why he should go.
‘It’s his job, he has steered the show for more than 20 years.’
This Morning fans were left cringing today after an attempt to present a united front saw Holly, 42, giving Phil a kiss and cuddle goodbye as she left the show early.
Her early departure was a pre-planned commitment to introduce the Prince’s Trust winners to King Charles at Buckingham Palace.
Holly said: ‘I have put my posh dress on today because later on this afternoon I am heading to Buckingham Palace and there the King will be and we will get to introduce the winners.’
‘I just saw Phil and Holly hug and kiss like besties. Full of s***,’ wrote one Twitter user.
The fallout began in September when the pair were criticised after avoiding the queue for the Queen’s lying in state.
Ms James called the moment ‘rather awkward’, adding that it was ‘instigated by Holly after a flurry of shyness signals that included stroking her hair and placing one hand over her mouth as she giggled’.
Fans took to social media to joke that Holly ‘looked happy’ to be able to leave the episode early.
One wrote: ‘Given the, erm, *circumstances* I reckon Holly jumped at the chance to knock off half an hour early.’
A second said: ‘No wonder Holly looks happier. She gets to leave early.’
Analysing today’s episode, Ms James said Phil appeared ‘more relaxed’ than he did on the previous two shows.
She told MailOnline: ‘His pose was all casual angles, from the tilted head and shoulders to the bent knee and the asymmetric smile, and his hands looked as though they were hanging casually from his pockets rather than being stuffed there.
‘In contrast, Holly’s pose looked straight to attention, with her torso upright and her arms straight to her sides.
‘She looked shocked at Phil’s sudden, playful ”Tell me all about it!”, which came with a dramatic circling of the head and a lift of the brows as he twisted his neck at a 45-degree angle to look back at her in a wide-opened-eyes stare.
‘Holly’s ”I had a lovely day yesterday” received another flattering comment from Phil that looked overkill enough to hint at a teeniest dab of sarcasm. ”You looked gorgeous’,’ came with a raised chin and closed eyes.’
Viewers jokingly praised the online duo for their ‘Oscars level performance’ on yesterday’s show
Ms James noticed another change in the pair’s body language when Holly announced she was leaving early for the Palace.
‘Holly clasped her hands in a barrier gesture here but her pulled-in-chin smile suggested self-pride while Phil flashed a rather forced-looking grin in her direction.
”’It’s fine” he told the camera, with the corners of his mouth curling down.’
The body language expert said the duo’s behaviour during a section of the show about lawncare – which prompted several suggestive jokes – was particularly notable.
‘As Holly bent to peer at the video clip from the garden she nudged Phil quite hard with her elbow as though either sharing a joke or inviting him to mirror her,’ she said.
‘Were they indulging in a nudge-fight? If so it could signal two options, either a sighting of a tiny scuffle or a moment of genuine shared and private fun between the couple.’
