ITV bosses could be forced to ‘act fast’ to stop This Morning’s ratings getting even worse after the show shed 170,000 viewers, an expert said today – as Holly Willoughby and Phillip Schofield once again failed to address their feud.
Figures revealed Monday’s episode had an average of 726,720 people watching compared to 894,000 on the same day last week. Peak viewership was also significantly down at 914,000 compared to 1.058million on May 8.
By contrast, the duo pulled in 1.3million viewers for their 2022 Christmas show and an average of 1.4million in the first four weeks of 2021.
Viewers watching today’s episode described the atmosphere as ‘awkward’, with one tweeting that they had turned off the show because they were ‘fed up with seeing the fake smiles’.
Brand and culture expert Nick Ede said ITV bosses would act ‘quickly’ if ratings continued on a downward trend.
Holly Willoughby and Phillip Schofield appearing today on a preview for This Morning
He told MailOnline: ‘A decrease in viewers will affect revenues and advertisers may look elsewhere.
‘I think they will need time to see if this is a direct result of the issues with the presenters before they decide what to do. They will act pretty fast.’
During one segment of today’s show that raised eyebrows online, Holly and Phil were told a ‘tricky phase is ending’ by astrologer Hagan Fox.
The hosts stayed silent after his prediction amid their friendship fallout.
‘Jupiter is moving into Taurus for the first time in 12 years,’ Fox said. ‘It’s the best news for each and every one of us. It’s been in Aries for 12 years which is kind of a tricky phase. This is now about happiness. This is about self-care, self-love and just having a ball.’
Later, questions from the public that were fielded by Mr Fox included ‘Should I go back to work?’ and ‘Is now the right time for a change?’ – prompting viewers to share grabs of the moments on Twitter.
Holly displayed ‘industrial strength perkiness’ during today’s episode, according to body language expert Judi James.
Ms James contrasted Holly’s behaviour with the star’s co-host, Phillip, who she said appeared ‘anxious’ while giving ‘self-protective gestures’.
‘Holly started the show with what looked like an energy and confidence boost as she stood with her arms straight down at her sides in a subtle power gesture while it was Phil posing with his hands clasped in front of his torso in a barrier ritual,’ she told MailOnline.
‘Holly was playful, throwing her arms out when Phil said her dress looked like a meadow, while Phil’s body language became more barriered and apparently more self-protective.’
Phil’s comments during the show suggested he wanted to make it clear he is still on speaking terms with Holly, Ms James said.
‘He sounds so keen to signal both the friendship between himself and Holly and the fact that they are speaking behind the scenes.
‘He told her ”You’re a very good parker” to inform us he has been driven by her in the past and his comment , ‘We were talking about this before the show” came with an emphatic finger stab onto the table.’
Insiders have described Phil as ‘increasingly withdrawn’ on set, with one telling The Mirror: ‘He seems down and spends a lot of time in his dressing room. We’re worried about him.’
It comes as Holly wrote a newsletter for her wellbeing brand Wylde Moon which revealed the star was in a reflective mood.
‘The older I get, the more I appreciate how daunting the concept of time passing can be,’ she wrote. ‘I can always remember my nan saying things like “wait ’til you get to my age… then it really starts flying by” – and I now I really get it.
Holly mimes a gun as she and Phil introduce a segment about a real man called James Bond
Astrologer Hagan Fox fielded questions from viewers including ‘Should I go back to work’
Another viewer, Angela, asked ‘Is now the right time for a change?’ – prompting viewers to share grabs of the moment on Twitter
‘If this resonates with you, I wanted to share some advice one of my friends gave me when we were talking about this exact thing.
‘She told me that instead of worrying how quickly it’s going, we should look at things differently and appreciate that with every moment (big or small) that passes, we’re creating a future filled with joy, love, and endless possibility.’
Holly and Phil did not address their rift when they returned to This Morning yesterday, but viewers described them as ‘awkward’ and ’embarrassing’.
Today, a source suggested that public scepticism of the pair’s attempt to project a united front could force ITV bosses to make a ‘difficult decision’.
‘This Morning’s relationship with its viewers is built on trust, and they have to believe that Holly and Phil’s friendship, and what they’re watching, is real,’ the source told The Mirror.
The insider suggested that if this was no longer believed then ITV could be forced to replacie Phil with someone else.
In her newsletter, Holly urged fans to try and look at the positives in life.
She wrote: ‘If we can remember to reflect on just how lucky we are to be making all these memories, the passage of time can feel really positive. It’s a bit like that old saying, ”Time is a luxury that the wise appreciate.”’
Phil seen leaving his home today on the way to ITV’s London studios for This Morning
The pair (seen this morning) are embroiled in one of the biggest fallouts in television
Holly continued by revealing she was taking inspiration from this week’s ‘magnificent New Moon, heralding a period of rejuvenation.’
‘It’s the perfect time to establish new affirmations, construct vision boards, and dedicate your attention to manifesting your goals.
‘Allow the creative energies to surge within you, and stretch your imagination to embrace its most extravagant dreams.’
Phil is trying to ‘tough out’ the ongoing row after it emerged he had called in his own lawyers over the fallout with his co-presenter, sources have revealed. He has also employed a new PR man to help improve his press coverage.
Senior figures at ITV called a crisis meeting following a wave of negative social media feedback about yesterday’s show.
After seeing the reaction on Twitter, with viewers panning both Holly, 42, and Phil, 61, ITV bosses are pondering what to do next.
One source told the Daily Mail: ‘Social media is used as a barometer to see what the public think. Those in charge were left no under no illusion that it was a total disaster.
‘It was painful for the This Morning team to work on and it was just as painful for them to watch.
‘There was a meeting afterwards to discuss how it went that went on for some time. To be honest, everyone was just so relieved to get it over with, but even if the show does continue to go on for some time, it will continue to be a massive headache.’
One viewer posted: ‘Phillip Schofield thinks he can fool us with this fake nice “everything is fine act” when Holly looks visibly uncomfortable being there.’
Another said: ‘How fake is this? Wow, couldn’t trust these two actors.’
A third wrote: ‘This is cringe. It feels awkward knowing theses two people don’t get along with each other. Fake friends.’
Adding to the theme, a fan commented: ‘Well this is awkward! All a bit dead behind the eyes with fake smiles.’
Sources close to the pair insist the programme will continue to run smoothly, despite the feuding behind the scenes.
Writing in her latest newsletter for subscribers of her wellbeing brand Wylde Moon, Holly was in a reflective mood
Bosses from the broadcaster were allegedly furious after Phil broke his silence with a shock statement on Thursday night about the fallout with his co-host of 14 years admitting ‘the last few weeks haven’t been easy for us’.
Despite this, Phil believes he can weather the ongoing storm but even those close to him have said it is down to whether the audience believes the pair still have on-screen chemistry.
Sources at the broadcaster described the situation as a ‘quandary’ for its bosses because both of the former friends were determined to get their own way.
Phil has consulted lawyers over the situation, which has been spiralling out of control for months.
The Daily Mail revealed this weekend that he has also hired Gordon Smart, a former Sun showbiz columnist and occasional Good Morning Britain host, to manage the crisis and ensure favourable press coverage.
Alongside photos of herself at home with her pet dog, Holly wrote: ‘We’re creating a future filled with joy, love, and endless possibility’
It is a clear sign, say sources, that he is ‘taking this very seriously’ and is ‘keen to come out of the situation quickly’.
The feud began in September when the pair were criticised after failing to queue for the Queen’s Lying in State.
Things have become so bad that it is said they no longer speak when the cameras stop rolling. Holly has now cut all ties with Phil other than her This Morning commitments.
