Piers Morgan has taken aim at rival Dan Walker as he mocked the BBC Breakfast presenter over his show's lower ratings.
Declaring that the day he and Susanna Reid had returned, GMB had seen its highest ratings ever.
The 55-year-old presenter then compared their figures to the BBC and mocked Dan, suggesting that he could soon be out of a job.
Piers crowed: "The BBC crashed to its lowest ratings of the year on the same day."
"We beat them at moments of the programme," Susanna said.
Piers continued: "If you want to see what affect this has had, this is what Dan Walker - who apparently is still presenting it - this is his selfie this morning."
They aired a photo of the BBC Breakfast staring seriously into the mirror with furrowed eyebrows.
"If the ratings desecrated and the opposition had their record ratings, that is what you would tweet," Piers said.
Susanna added: "He looks concerned."
"Poor guy," Piers sarcastically said. "He looks miserable."
Addressing Dan directly, he said: "If you do lose your job over the ratings - and it can't be long, sadly - if you do... god forbid you do because it needs you there...
"If you do, you won't be able to work at AJ's Unisex Salons unless you start to chirp up a bit! You've got to perk up a bit!"
*Good Morning Britain airs weekdays at 6am on ITV
