Considering the amount of tabloid/social media coverage GMB receives, if the ratings are still in the 6-700k range, then just how bad is the show? (i don't watch so don't know, but do follow both on twitter)

I also follow Morgan on Twitter even though I don't like him. It is a bit like if there is a turd in the pool on holiday, you like to keep an eye on it.

That's the thing.
All the presenters are forever on Twitter posting selfies or bugging each other up. The programme is continuously being trailed on ITV in the evenings with little adverts previewing what's on GMB next day. Then there's all the cringeworthy team adverts just generally advertising the show like the airport one when Piers was coming back or the latest one with them all celebrating Xmas together.

Despite all this their ratings are still tat.

Breakfast on BBC just gets on with reporting the news & sport whilst putting in a few features. Leading the ratings by miles.

You'd think the GMB bosses would actually get it but they don't.

I have tried, without success thus far, to be blocked by him!

When Kevin Lygo was interviewed by Kirsty Walk at the Edinburgh TV festival at the end of August she asked him "How few people have to watch GMB before you run a test card instead?" His reply was a bit defensive saying things were "actually fine". I got the impression that he seems reluctant to risk changing things again. So Susanna Reid et al are the beneficiary of that reluctance to change, 3yrs ago they would have had their P45s by now but as long as they can keep around or above 600k then GMB will just plod on.

For those who want to watch the Lygo interview it is on Youtube (GMB bit is 40 mins in)
https://www.youtube.com/watch?v=lWARIEWfnCg

I think it is best to insult him but also put in a spelling or grammar error. His deluded superiority complex will kick in and he will find it hard to resist retweeting you with sarcastic put down. If you don't make a spelling mistake but still manage to get under his skin his next line of attack is usually to highlight how few followers you have compared to him. What he fails to acknowledge is that 60-70% of his followers are actually dead accounts or bots (various Twitter checking programmes do this)

Fantastic line from Kirsty, there.

Adam Crozier had already said as long as they maintained a 15% share they would be safe. Frankly I doubt ITV has anything to put in its place, repeats of soaps perhaps ?