Average audiences for ITV1's flagship morning show Daybreak fell to about 600,000 last week, it has emerged.
Ratings had slipped from opening audiences of one million to settle at average viewing figures of about 700,000 - lower than predecessor GMTV.
Daybreak was launched in September with former The One Show presenters Adrian Chiles and Christine Bleakley hosting.
ITV said it had "made a long-term investment in new breakfast programming".
"After over five years of decline for GMTV, Daybreak is already closing the gap in year-on-year decline after just one month, with housewives and children, male and younger audiences," a spokesman added.
The broadcaster looked forward "to building on this start and welcoming new audiences", the spokesman added.
ITV reportedly spent more than £1m rebranding and revamping their morning show with new sets and hefty promotion.
It also wooed Chiles and Bleakley from the BBC in the hope they would replicate their popular partnership from The One Show.
Friday's edition of the BBC's Breakfast programme attracted an average audience of 1.5 million.
The show is set for an overhaul itself next year following a decision to relocate the programme to the corporation's new northern headquarters in Salford.