I'm sure I've tried to counsel BBC Breakfast about over-engagement with Piers Morgan on relative viewing figures. Today, new Breakfast editor Richard Frediani and BBC Breakfast and Sport publicist Zoe Barber have taken the Morgan bait, and responded with iPlayer live stream figures.
The Morgan bait was that on Wednesday morning, GMB recorded its highest share for a single day for some time - 28% of those with a telly on were watching. The average figure was 949k. The BBC Breakfast share was 35.8%, and the average 1.27m.
Frediani will have been more upset by a piece in The Sun by Clemmie Moodie, 39 (Guildford High School and Exeter University) "BBC execs will soon be choking on their cornflakes, with @GMB poised to overtake the corporation's breakfast show for the first time..."
That may never happen, but there is a trend. In 2017, GMBs highest share was 22%, with the highest share for BBC Breakfast at 46.3%. GMBs highest daily average was 969k, with BBC Breakfast's at 2.1m
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