Narrowing ?

The relentless Piers Morgan self-publicity machine (he's even steam-rollered the BBC) is shifting the stone of Sisyphus that is ITV breakfast show ratings.

Monday, Tuesday and Wednesday - with Piers and Susanna - are doing markedly better than Thursday and Friday. The shift between GMB and BBC Breakfast is marginal, but yesterday GMB recorded an average audience of 779k, and more importantly, a 21.7% share of the available audience. BBC Breakfast was 'off the top', at 1.47m - with 37.8% share (normally around 40%).

But the upwards tick is coming at some cost to what you might call 'news and current affairs'....

.@piersmorgan compares 'empowered' (and spaghetti-spattered) @emrata with the more modest @taylorswift13 - what do you think?@susannareid100 pic.twitter.com/uBPbpjwyjf

— Good Morning Britain (@GMB) December 6, 2017

We're not sure @piersmorgan and @susannareid100 would score very highly in a Mr and Mrs quiz after seeing this... pic.twitter.com/muy3k8ZPIi

— Good Morning Britain (@GMB) December 5, 2017