There will be double celebrations at ITV this morning (February 10).
Not only is Holly Willoughby turning 40, but the flagship daytime show that she co-hosts alongside Phillip Schofield has also scored its highest ratings in 19 years.
A source said This Morning hosts Holly and Phil are helping the show hit “massive heights”.
Of course, the addition of the lovely Alison Hammond as the new Friday host has also helped boost ratings.
How much have the ITV This Morning ratings risen?
The first four weeks of the year reportedly saw the This Morning viewing figures up almost 50% on the same time last year.
The first four weeks on average saw the show average around 1.4 million viewers.
A show on February 2, a Tuesday show which would have been hosted by Holly and Phil, saw record highs of 1.9m viewers tuning in.
Holly has a big birthday to celebrate but also a whole lot more. There is no doubt that under her and Phillip’s stewardship the show is hitting massive heights.
In fact, the Mirror has revealed This Morning is currently enjoying its highest ratings since 2002.
A source said: “Holly has a big birthday to celebrate but also a whole lot more. There is no doubt that under her and Phillip’s stewardship the show is hitting massive heights.
“It’s little wonder the pair of them are so in demand.”
How are Alison and Dermot O’Leary doing on a Friday?
Alison and Dermot took over from Ruth Langsford and Eamonn Holmes at the start of the year.
And, back at the end of January, it was claimed that they had helped increase ratings by a reported 44%.
A source revealed that Alison and Dermot are pulling in an average of 1.3 milliion viewers every Friday morning.
Did any other ITV shows have a ratings win?
Piers Morgan was also celebrating as Good Morning Britain had a bit of a boost, too.
Its audience share has doubled from 14% to 28% since he and Susanna Reid joined the show.
Piers said: “We have captured the zeitgeist and mood of the country a lot better than BBC Breakfast.
“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.”
ED! has contacted ITV This Morning for a comment on this story.
Head to our Facebook page @EntertainmentDailyFix and tell us what you think of ITV’s good news.