Piers Morgan jibes Dan Walker with ‘Doberman and Poodle’ story on their breakfast TV war

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Piers Morgan took to Instagram and Twitter to share a story about himself and Dan Walker. The outspoken journalist highlighed the headline, which saw him labelled a Doberman to his Poodle rival.

Sometimes a headline says it all

Piers Morgan

The 55-year-old made sure to tag the BBC Breakfast host into his update, in his latest swipe about viewing figures.

The Good Morning Britain presenter claimed “sometimes a headline says it all”.

The article he shared came with the title: “‘Doberman and poodle’ snarl from their sofas in battle of breakfast TV.”

It questioned: “Could outspoken Piers Morgan win the morning ratings fight for ITV? Not if the BBC’s laid-back Dan Walker can help it.”

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It claimed GMB was “squeezing” BBC Breakfast, increasing its average share of the audience to 23.9 per cent.

Referencing TV ratings provider BARB, it said Piers’ offering was up from 20.7 per cent in the same period last year.

“By contrast, BBC Breakfast’s share has dipped half a percentage point to 37.7 per cent,” it read.

Piers, who is no stranger to highlighting the increase on social media, wrote to Dan and his 1.4 million followers on the picture-sharing app.

“Sometimes a headline says it all… cc Poodle @mrdanwalker,” he quipped.

Piers said it was on “how @gmb ratings are surging as @bbcbreakfast ratings are falling”.

He went on to also tweet about the report, quoting the aforementioned ratings.

“‘By contrast, BBC Breakfast has dipped'” he posted to 7.7 million users on Twitter, discussing “the morning TV ratings war”.

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Just over half an hour later, Dan took to the micro-blogging site but did not reference what Piers had said.

He wrote simply: “Morning all. I hope you have a lovely Sunday,” to his own 677,000 fans.

The Sunday Times article quoted the pair’s past comments on their rivalry and – away from work – friendship, however suggested GMB taking over BBC Breakfast was unlikely.

Author Liam Kelly wrote: “Stephen Price, a former ITV scheduler who comments on ratings, said that while Morgan has raised the profile of GMB and is ‘right to be bullish’, to make up the gap with its rival would be ‘some going’.

“GMB’s average January viewing figures stand at 800,000, but 1.4 million tune in to Breakfast.”

BBC Breakfast followed its predecssor Breakfast Time, which launched in 1983 and was fronted by Frank Bough and Selina Scott.

TV-am, the precursor to GMB, arrived two weeks later with the current format launching in 2014 with Susanna Reid.

Good Morning Britain airs weekdays at 6am on ITV, while BBC Breakfast airs daily at the same time on BBC One.

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