Piers Morgan has mercilessly mocked Dan Walker for 'boasting about ratings'.
The Good Morning Britain presenter called out his breakfast TV rival in a scathing rant at the start of today's show.
Dan and co-host Louise Minchin From Strictly bans to Brexit fatigue — Dan Walker and Louise Minchin share the secrets of BBC Breakfast in an exclusive interview with the Mirror.
The BBC Breakfast host had insisted that he was "privileged and thankful" to be in his position as he discussed the rivalry with GMB.
Furious Piers started reading quotes from the chat in a mocking tone before branding Dan a "clown" who is 'obsessed' with ratings.


Reading out some of Dan's answers, Piers said: "We’re confident we’ve got a really good programme, and we know that people love it and are passionate to be part of it, be on it, and to watch it.
"And I think that answers anything that comes from anyone else.
"They [Good Morning Britain] have gone in one direction, and we are where we’ve always been without shoving anything in anyone’s face.
"And I don’t think we’re ‘Ha ha, look at us’, ever about it, we feel privileged and thankful to be in that position."


Even Susanna Reid started giggling as Piers put his hands together and started speaking in an angelic voice.
Quoting Dan, he added: ""Where people trust us in the morning."
Piers then started to hit back at Dan by claiming he is actually very interested by the ratings.


He said: "This is the same Dan Walker of course, who literally every time I tweet about our own soaring ratings, every time he posts charts.
"This goes on all the time. There's a whole collection of flow charts boasting about his performance. Yet here he is ‘we never shove it in anyone’s face’."
The cheeky GMB producers then added a halo over Piers' head as he continued his scathing rant.

Using his mocking voice again, Piers said: "We feel privileged. We feel thankful. We would never boast about ratings.
Starting to shout, he added: "There's a reason you don’t boast about your ratings you clown. They’re going down. And ours are whoosh."
Dan has yet to respond to Piers' claims.
*Good Morning Britain airs weekdays on ITV at 6am
Do you have a story to sell? Get in touch with us at webtv@trinitymirror.com or call us direct 0207 29 33033