It must be… ooh, at least seven seconds since Piers Morgan last fell out with someone. And the Good Morning Britain presenter was obviously itching for another fight on today’s programme.
The 52-year-old revealed to viewers that the ITV show is flying high at the moment, claiming that Monday’s edition was the most-watched in GMB history.
However, the declaration seemed like an excuse to mock BBC Breakfast – fronted by Dan Walker and Louise Minchin – with motormouth Piers quickly launching into a scathing attack on his big rival.
Flanked by Charlotte Hawkins and Susanna Reid, Piers started: “A couple of positives for GMB overnight – Monday’s show was the highest-rated show in our history, in 937 programmes.
“So thank you for watching – we really appreciate it. Apologies to our friends at BBC Breakfast, who are getting their backsides booted.”
And Piers’s other bit of news gave him another opportunity to have a dig at that lot on the other channel.
He revealed that Good Morning Britain was one of the top ten most tweeted-about TV shows of 2017 – alongside the likes of Blue Planet, Question Time and Love Island.
As his co-presenters giggled and grimaced alongside him, he continued: “In the top 10 is ITV’s GMB. I’m struggling to find BBC Breakfast there, so if we had a mic it would be one of those ‘boom’ moments.”
He then told his rivals directly: “Anyway, don’t look downhearted over there. You can’t afford us, so we can’t help you. But you just keep struggling on and we’re going to keep booting you in 2018.”
And Susanna added: “It helps when you have six million followers [on social media].”
Piers and his team may be popular among viewers at home, but it would appear that Esther Rantzen isn’t quite so taken by the presenter.
The TV legend, 77, appeared on today’s GMB to talk about her charity helpline for older people, The Silver Line, which counts Camilla Parker Bowles among its supporters.
But taking the conversation by the scruff of the neck (as he so often does), Piers said: “Well, I really like Camilla. And she comes from the village next to mine in East Sussex, so we’re kind of mates – although she’d never admit that in public.”
At that point, Esther piped up: “Who would?!”
Well, probably not Dan Walker and Louise Minchin, for starters…