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Tracking Piers Morgan's presenting career at CNN provided me with many enjoyable blog inches. So let's establish a new baseline for his three-morning-a-week contract with ITV to host Good Morning Britain.

The programme has averaged 582,000 viewers in the year to date – a 15.7% share. In the same period last year, it stood at 546,000, a 14.9% share. Piers said: “I’m hopeful we get a bigger audience generally.... You’re up against the BBC who have a great brand name, and have done very well in the ratings in the morning for a long time, and ITV has lagged behind... I’m not coming here to go down in the ratings. That would be disappointing.”

BBC Breakfast, which has yet to announce a long-term replacement for Bill Turnbull, averages around 1.5m viewers.

Piers has already taken a pop at one other breakfast host, Eammon Holmes, who's Sunrise show on Sky News hovers around 200,000 viewers - surely a contest already won, Mr Morgan?

Game on @EamonnHolmes... @GMB v @SkyNews Sunrise. @Arsenal v @ManUtd. Republic of Ireland v Northern Ireland.

— Piers Morgan (@piersmorgan) October 13, 2015