Good Morning Britain's ratings plummeted more than three quarters following broadcaster Piers Morgan's walk out.
The ITV breakfast show hit a record high 1.9 million viewers the day before the controversial 56-year-old broadcaster quit in March, but this week plunged to a low of just 451,000 viewers, according to multiple UK reports.
Morgan is infamous for being outspoken about his opinions and furiously ranting about younger women such as Kim Kardashian, Ariana Grande, Naomi Osaka, pop group Little Mix and Emily Ratajkowski.
In recent years, Meghan Markle has been a primary target of his rhetoric and he left Good Morning Britain (GMB) after refusing to apologise for calling her a liar over her claims of suffering racism and suicidal thoughts.
It later emerged that Markle herself was one of the tens of thousands of people who complained to ITV over Morgan's verbal attack.
The Facebook page for The Daily Mail, a tabloid that publishes opinion pieces from Morgan, posted news of the ratings drop saying "go woke, go broke".
Commenters on the post largely backed up the sentiment.
"When will [the mainstream media] realise their woke agenda doesn't represent the majority? Can't wait for GB News to launch and watch the BBC and GMB plummet even further," said one.
Morgan claimed last week he has been offered a return to GMB in comments to The Sun.
"It makes me sad to see all the hard work we did to beat the BBC in viewing numbers evaporate so fast," he said.
"It's their problem to work out... but never say never."
On Instagram, Morgan responded to coverage of the drop in polls by asking if he should set his alarm for 4:45am again - again teasing a potential return to GMB.