Piers Morgan has vowed to crush BBC Breakfast in the ratings war (Picture: ITV)
Throughout the coronavirus pandemic, the 55-year-old and co-host Susanna Reid have made the ITV show unmissable.
Viewers heaped praise on the pair for bringing MPs to account and demanding justice for the public amid the global health scare.
Good Morning Britain’s audience share has doubled to 28% of the final tally since they joined, with numbers continuing to rise.
And Piers is predicting they will overtake their rival series – helmed by Dan Walker, Naga Munchetty, Louise Minchin and Charlie Stayt – by the end of the year.
Insisting that their programme ‘can’t be ignored’ at the moment, he told the Sun: ‘We have captured the zeitgeist and mood of the country a lot better than BBC Breakfast.
Piers has been praised for his tireless efforts during the coronavirus pandemic (Picture: ITV)
‘I think it’s very likely we will overtake them in the ratings by the end of the year which will be an extraordinary achievement.
‘You can see that there’s real movement now. They’re not moving, and we’re moving relentlessly upwards.’
Piers and Susanna were recently praised for paying an emotional tribute to those who had died of coronavirus, after the UK death toll surpassed 100,000.
The host later took aim at Prime Minister Boris Johnson for his actions during the health crisis, stating that it was a ‘lie’ that the government did everything they could to minimise the ‘loss of life’.
The BBC Breakfast gang are still top of the ratings (Picture: BBC)
‘You could have done a lot more and then we wouldn’t have been in this mess,’ he said this week. ‘Boris is sorry, he is sorry for the 100,000 people that have died.’
He went on to question what the Prime Minister was ‘sorry for’, adding: ‘He did a lot of things wrong and I want to hear the government admitting it.’
Jim Davidson later shared his ‘anger’ at the star’s comments in a video, branding him an ‘idiot’.
‘Piers, you make me so angry. I am ashamed to have sat in front of you and told you my life story. You don’t deserve to listen to my life story,’ he fumed.
‘You don’t deserve to listen to anyone’s life story because you don’t f*****g listen.
‘And now, you idiot, you just want to lay blame on the Prime Minister to make yourself look good.
‘This is what this is about, is you wanting to look good.’
‘Instead of trying to trip the Prime Minister over, why don’t you try to help?’