THIS Morning has been compared to a “crumbling house of cards” as guests and brands start dropping out from the show.
The daytime show has been branded “toxic” according to one insider who believes other presenters will start quitting in their droves.
Phillip Schofield admitted to lying about having an affair with a younger member of staff
ITV has lost millions of pounds in sponsorship deals since the presenter admitted lying about his affair with a teenage runner who worked on the show.
A source told us: “Guests have been dropping out left, right and centre. It is like a house of cards that is crumbling.
“The atmosphere is very much that of ‘Keep calm and carry on’, but it’s going to be a difficult week. This Morning is seen as toxic right now and people do not want to be associated with it.”
It comes after pictures of Schofield were removed from ITV studios yesterday as bosses tried to airbrush out his scandal in a desperate bid to save This Morning.
Show insiders said all traces of Schofield, 61, and his career were being torn down by order of editor Martin Frizell so it will be “like he never existed”.
A source said: “All traces of Phil and his career are being stripped out of the This Morning studios and from ITV’s base in White City.”
Arnold Clark said its existing multi-million pound sponsorship will end this autumn as planned and will not be renewed.
Its statement they said: “Our existing sponsorship of This Morning will end this Autumn as planned.”
We told ITV executives about Schofield’s relationship with the young man back in 2019.
At the time they dismissed the allegation as “malicious gossip”.
But since Schofield confessed he lied about his affair with the “star-struck” teenager on Friday, senior executives have been locked in crisis talks in a desperate bid to limit the damage.
Schofield, who is believed to be lying low in Cornwall close to where his mother Pat lives, issued an apology on Friday after admitting he had covered up the affair with the runner — who he first met when the lad was just 15.
He apologised for lying to his wife of 26 years, Stephanie, about the relationship and confirmed he had lied to ITV, his talent agency YMU and his colleagues.
ITV and YMU immediately cut all ties with Schofield. In a statement, ITV said: “Phillip made assurances to us which he now acknowledges were untrue and we feel badly let down.”
Since he left, guests and advertisers have ditched the programme
