Is Piers returning to Good Morning Britain?
Experts think only he can save the show – and Susanna
Since Piers Morgan left Good Morning Britain in a storm of controversy in March, the show has struggled to keep its audience. Despite his former sidekick Susanna Reid staying on, and attempts from ITV bosses to shake things up by trialling big names like Richard Madeley, ex-labour spokesman Alastair Campbell and Susanna’s former BBC Breakfast co-star Bill Turnbull, the programme’s ratings have steadily declined as once-loyal viewers switched off in their droves. And telly experts reckon that only Piers can save the show – as well as Susanna’s co-anchor position.
Earlier this month, the ITV breakfast programme plummeted to a new low, with only 450,000 people tuning in for the 2 June episode. One of the lowest figures in the show’s seven-year history, this is a huge contrast to the 1.9m viewers on 9 March, who saw Piers and Susanna react to Prince Harry and Meghan Markle’s interview with Oprah Winfrey, when the show overtook its BBC rival in the ratings war for the first time.
Following this news, Piers – who decided to quit rather than apologise for his comments about Meghan – offered to return to his old seat. “Jeez, should I set my alarm for 4.45am again?” he said. His proposal came after he sensationally revealed that he had been approached by bosses about a potential return.
“They reached out – there have been approaches to test the water in the wake of their obvious ratings issues. It’s their problem to work out, but never say never,” he said. “I have had some quite random third-party feelers put out to see if I would consider a return to the show.” The outspoken broadcaster, 56, confidently claimed he could “take the ratings back to where I left them” if he were back at the programme’s helm. Fans were thrilled with these reports. One told him, “I wish you’d come back and save the show,” with another adding, “Piers should return. He and Susanna are GMB.”
But Piers – who joined the show in 2015 – hinted he’d only return if he was given free rein to speak his mind. He added, “The doubt is, would anyone be allowed to do it that way again? I was hired to give very strong, honestly held opinions, which I did. But in the end, I was asked to apologise for a genuinely held opinion.” A further problem could be the newly launched GB News. At the time of going to press, Piers is also in talks to join the channel, which could cause another headache for ITV.
PR expert Christian Guiltenane tells us, “GMB absolutely needs Piers to return. Love him or hate him, he was the glue that held GMB together. He revolutionised breakfast TV, giving ITV its strongest ratings in years by being a confrontational outspoken mega-gob. He made GMB essential viewing. His outrageous opinions were strong and divisive. Under his rule, the show was addictively chaotic and the nation loved him for it. Susanna and Piers were TV gold – they were the perfect on-screen duo. He can
save the show, and Susanna, from these other pretenders who want to take his place.”
Gemma Graham, The Sun TV Mag’s associate TV editor, adds, “The theatrics and soap-boxy Piers moments are something GMB has been missing somewhat over recent months. There’s nobody who generates headlines and huge viewing figures quite like Piers. I’m sure Susanna has enjoyed being able to get a word in edgeways since Piers departed, but the pair have remained good friends and always loved working together, so a reunion would probably be quite pleasing for her. And I’m sure that Piers would revel in the fact he’d bring viewers back in their droves.”
The loss in viewers has left Susanna feeling “uncertain” for her own GMB future. “She has been very concerned about the fall in ratings since Piers was axed, and bosses fear that, unless they can recover, she will start considering her options next year,” an insider said. “It’s no coincidence that, following that conversation, Piers was approached.” There have been reports that Sus, 50, could be joined by another female co-host if Piers decides not to return. His permanent replacement is believed to be revealed in September. “It is very possible that we will have two women fronting the show,” a GMB source said. “Susanna will take the lead, but the job of her co-host is up for grabs, and it will come down to who is most popular with viewers. There is no rush to find a replacement for Piers this year, as the bosses want to make the right choice. They want to give lots of people a chance and, as time goes on, focus more on the most popular hosts.”