Alison Hammond has rejected a huge pay rise to replace Holly Willoughby and front This Morning four times a week.
Bosses were ‘desperate’ for the presenter to take over after Holly’s shock departure last October.
Alison hosts This Morning alongside Dermot O’Leary on a Friday, as well as fronting other big shows such as The Great British Bake Off.
An ITV source told the Mirror she has refused the job: ‘Alison has long been a favourite with bosses. She’s very popular with viewers and celebrities often request her when they appear on the sofa.
‘She’s happy to fill in but has politely declined the job more than once.’
Alison Hammond has rejected a huge pay rise to replace Holly Willoughby and front This Morning four times a week
Bosses were ‘desperate’ for the presenter to take over after Holly’s shock departure last October
It comes after Emma Willis emerged as the bookies favourite to take Holly’s role on This Morning after impressing viewers with her consummate appearances.
And her undeniable popularity has been duly noted among bookmakers, with Ladbrokes giving her odds of 11/10 to claim the coveted presenting role full time.
Nicola McGeady of Ladbrokes said: ‘Emma Willis made a major impact on This Morning today and after instantly sparking a flurry of bets, she is the new favorite to replace Holly Willoughby.’
Elsewhere show regular Alison Hammond has odds of 2/1, Josie Gibson is 5/2 /1, Rochelle Humes, 6/1, Kate Garraway, 10/1, and Storm Huntley, 14/1, while Abbey Clancy and Angela Scanlon are tied at 16/1.
Meanwhile, Rylan was tipped as the bookies favourite to replace Phillip Schofield and land a permanent stint on the show, with William Hill announcing his odds were that 5/4.
Rylan is currently a rotating presenter from Monday to Thursday alongside Josie, Craig Doyle, Rochelle, and Ben Shepherd.
Alison hosts This Morning alongside Dermot O’Leary on a Friday, as well as fronting other big shows such as The Great British Bake Off
Holly left the show last month ‘for the sake of her family’ after discovering she was the target of a foiled kidnap and murder plot and has since not been replaced permanently (pictured with Phil)
Holly left the show last month ‘for the sake of her family’ after discovering she was the target of a foiled kidnap and murder plot and has since not been replaced permanently.
It came five months after Phillip’s departure after his affair with a young male showrunner was made public, followed by claims of an increasingly strained relationship with his co-host Holly.
ITV bosses have been looking for a permanent duo to host This Morning from Monday to Thursday rather than continue with rotating presenters.
Cat Deeley is said to have turned down the hosting job after impressing bosses with her guest presenting last month.
She was a big hit with viewers who hailed her as ‘brilliant’, ‘amazing’ and ‘a breath of fresh air’.
However, the 47-year-old chose to return to America to host So You Think You Can Dance instead.
Similarly, Christine Lampard is said to be ‘adored’ by ITV executives but has refused to work full time.
It came five months after Phillip’s departure after his affair with a young male showrunner was made public, followed by claims of an increasingly strained relationship with his co-host Holly (pictured with Holly in 2018)
Sources at ITV say there are other ‘potentials in the mix’, adding: ‘Bosses are happy to wait to get it right.
‘They aren’t rushing anything and are committed to waiting until they get the right pairing. It’s always been the aim to have a permanent duo alongside Alison and Dermot [O’Leary].
‘But the surprise silver lining to such a tough year for everyone on the show has been the success of the mix of presenters – some of the nation’s favourite faces rotating.’
ITV insiders say ratings since Holly left have been growing, with November and December seeing the highest ratings of 2023, with peak audiences exceeding one million.
