Good Morning Britain was plunged into chaos after Katie Price turned up late for her interview.
The Liverpool Echo reports Katie was due to appear on the show with her mum Amy - but missed her slot.
Presenters Piers Morgan and Susanna Reid desperately tried to fill time by keeping Melinda Messenger and Richard Blackwood on the show for longer.
ITV also cut to several advert breaks , and Piers evidently became more and more frustrated by the situation.
He said: "If it's going to be chaotic - lets embrace the chaos - lets go to the competition - lets go to another ad break."
The host even walked off the set, saying "Can we not just phone Katie - her mum's here, let's just phone her from the car."
After yet another ad break Katie ran on to the set saying: "I've got no make-up on at all."
Her mum scolded her saying: "Why are you late?" and Katie said: "It wasn't me it was the traffic mum."
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The pair spoke about Brexit, with Amy admitting she voted out - despite the fact she lives in Spain.
She said: "I voted out - I hate the fact we were being told what to do by the Europe thing.
"The dry air is so much better for me in Spain, I cough more here, but there I can walk more and do more."
Piers asked Amy what her daughter was really like and she said: "She's a good daughter and is an excellent mum, but her worst things are her time keeping, she's naughty."
Piers then asked Amy who Katie's worst partner was but she said she wasn't allowed to say.
But when Piers asked the same question to Katie she instantly said: "Pete - oh and there's no legal case by the way."
And it's safe to say some viewers were not happy by the constant ads and chaotic schedule.
One said: "Do the interview without Katie Price, its not about her anyway, its about awareness of terminal illness."
Another said: "It's a sad reflection of the current broadcasting mentality when #GMB programming is messed up when Katie Price gets stuck in traffic."
And a third said: "Katie Price using the old stuck in traffic excuse, she did exactly the same last time she was appearing on #GMB."
*GMB continues on ITV at 6am tomorrow
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