The good news for the presenting team - which includes Susanna and Ben Shephard - is that audience figures are up by a third from the show’s predecessor ‘Daybreak’, which averaged just 600,000 viewers before it was axed.
The bad news for ITV is that the show was still trumped by the 1.5 million viewers watching 'BBC Breakfast' - almost double the audience of 'Good Morning Britain'.
The debut of ‘GMB’ also failed to draw in as many viewers as the ‘Daybreak’ launch back in 2010, which was watched by just over 1 million people.
However, ITV producers seem undeterred by the news that ‘BBC Breakfast’ is so far winning the ratings battle.
ITV's director of daytime Helen Warner told The Mirror: “The launch was a fantastic team effort, and we are focused on building a strong breakfast brand going forward."
Meanwhile, Twitter users were divided by ‘Good Morning Britain’ following its first broadcast, with some viewers praising the show’s format, which tries to put more emphasis on news than other daytime shows, while others criticised it for lacking warmth and being too formal.
Susanna Reid was a presenter on ‘BBC Breakfast’ for over a decade before announcing back in March that she was leaving to front ITV's ‘Good Morning Britain’ reboot.