This Morning and Lorraine have both been cancelled today in a major shake-up to the TV schedule.
The Rugby World Cup is taking over once again, which means the most popular ITV daytime shows are being scrapped for the day.
Good Morning Britain and Loose Women have both managed to escape the cull - but it's bad news for fans of Lorraine Kelly, Eamonn Holmes and Ruth Langsford.
This Morning and Lorraine have both frequently been scrapped in recent weeks in favour of men running round chasing an egg-shaped ball.
Viewers may have expected the cancellations to end - seeing as the World Cup final is on Saturday morning - but there is still another game to be played.
The losing semi-finalists, New Zealand and Wales, will contest the third-place play-off to see who is the best of the losers.
The coverage of the bronze medal match starts at 8.30am - the time that Lorraine's show usually starts.
When it ends at 12pm there will be a half-hour episode of Countrywise before Loose Women airs in its regular slot of 12.30pm.
The ITV daytime shows have been scrapped a dozen times since the start of the rugby world cup.
Even some of the presenters have voiced their displeasure when revealing their shows have been taken off air.
Speaking earlier this month at the end of a Loose Women show, host Ruth Langsford said: We won't be here tomorrow because the rugby is on...booooo..."
Fans of the ITV shows took to Twitter after discovering their favourite programmes had been taken off air earlier this month.
One viewer said: "Really fed up with @ITV today @gmb is only on for 2hrs. No @Lorraine and yet again no @thismorning."
"Am I the only viewer who is getting annoyed that the rugby is taking over and itv don’t care about their most popular programmes," added another.
A third said: "Lorraine and Loose Women are both cancelled today because ITV are broadcasting the Rugby World Cup instead and I can say with some confidence it's going to be the most strongly worded letter of complaint Ofcom will ever receive"
"Ahhhhhhhhhhhhhhhhhhhhhhhhhhhhh Lorraine has turned into a rugby player!!," joked a fourth.
*This Morning airs weekdays on ITV at 10.30am
