Good Morning Britain has lost a further 100,000 viewers this week since Piers Morgan quit the show on Tuesday 9 March.
According to reports, 1.1million fans tuned in to see Ben Shephard step in alongside co-host Susanna Reid on Tuesday's show.
But by Wednesday, the ratings were apparently down to one million - as more and more people choose to switch over as Piers no longer presents.
The decline in Good Morning Britain's viewers comes after the ITV show beat BBC Breakfast for the first time in its history on Piers' last day earlier this month.
The 55-year-old host was known for being outspoken and grilling guests, but his comments about Meghan Markle and her interview with Oprah Winfrey sparked thousands of complaints to Ofcom.
Therefore, GMB bosses have reportedly decided to replace Piers with 46-year-old Ben as he is the "safest option".
According to the Mail on Sunday, Ben will continue hosting alongside mum-of-three Susanna until September.
The publication states there will then be a review to "assess how the partnership is going down with viewers".
A source told the paper: "ITV and GMB bosses were totally unprepared for Piers going... Nobody had a back-up plan.
"Ben, who is adored by the staff and much of the audience, stepped in and the thought is now that he will work long term..."
Earlier this week Ben was left red-faced after making an awkward slip-up live on air.
The Tipping Point host made a comment about his nipples, after his face was projected onto Susanna's dress.
Ben shocked Susanna with his remarks, with him immediately coming to a halt after realising what he'd just said.
It started as Susanna pointed out that with her wearing a green dress, things could be projected onto her.
The GMB crew then decided to project a load of images of Ben Shephard's face onto her outfit, wanting to have a bit of fun while on air.
She responded: "Ah that's lovely, fully clad in Ben Shephard," but when he commented on his "nipples", Susanna was left stunned.
The Mirror has contacted a representative for Good Morning Britain asking for comment.
*Good Morning Britain airs weekdays at 6am on ITV.
