Phillip Schofield and Holly Willoughby: What went wrong for This Morning pair?

Schofield and Willoughby’s viewing figures vary between 500,000 and one million based on all kinds of factors – the time of year, that day’s content, the weather outside. Many viewers dip in and out, rather than sit down to watch for the full three hours, which means it is hard to make sweeping statements about any rise or fall.