Piers Morgan prodded Gary Lineker over his ratings success but his followers were quick to call him hypocritical.
The TV host gloated that his Life Stories sat seventh in the ratings - two places above the football legend's new quiz show Sitting on a Fortune.
He sent Gary a tweet with a screen grab of the facts and figures.
Piers sat down with Kate Garraway to discuss a traumatic period in her life as well as the presenter's fantastic career and family life.
His cutting message showed the ITV programme - his final one before he quits the channel in 2022 - took a 14.3 per cent share of the audience.
Gary's Sitting on a Fortune was at 10.2 per cent of the viewership, in ninth overall.
Never one to be gracious in victory, he sent his rival the ratings to flaunt his show's Sunday success.
He simply tweeted: "Morning, Jugs @GaryLineker " - a reference to the ex-England great's ears.
So far, Piers has been ignored by the Match of the Day host, but not by his followers.
The comments on Piers' posts are always worth a read and they went in on him with some calling him a hypocrite after bashing Dan Walker for not winning Strictly Come Dancing.
There were plenty there to remind him that Life Stories isn't actually about him.
One barked: "People are watching life stories for the person who's life it is about, not to see the host. People watch sitting on a fortune to watch the host and to answer questions as only the families of the contestants know who else is on."
Another said: "It’s akin to only showing part of the league table and pretending you’re top."
A third jabbed: "You literally grilled @mrdanwalker for finishing 5th in his respective division, and here you are pleased with the fact you beat Lineker but you still only came 7th in yours."
Sitting on a Fortune sees players attempt to stay in the money chair for a chance to win a massive jackpot.
There are no lifelines or chances to walk away meaning a;; contestants must risk everything on getting the right answer in the hope of taking home the massive prize.
So far, reaction has been mixed.
Some say the questions are too easy, while others say the format is fresh and exciting.
