The 53-year-old GMB presenter lost out to This Morning, after weeks of passionately campaigning across television and social media for the coveted award.
Bad luck, @PiersMorgan. We can tell you're absolutely delighted for @ThisMorning for scooping Best Daytime Show though. Vegan sausage rolls all round! @Schofe @HollyWills @RuthieeL @RochelleHumes @EamonnHolmes @AlisonHammond2 @OfficialNTAs #NTAs pic.twitter.com/GHgiPSCerK
— ITV (@ITV) January 22, 2019
A delighted Schofield kissed Morgan on the forehead just before going up to collect his prize, and Morgan reluctantly shook his hand.
Phillip Schofield kissing Piers Morgan on the head is ICONIC. #NTAs
— 💎Lapis Lazuli💎 (@0ursIsTh3FurY) January 22, 2019
— zoe edge (@zoeedge3) January 22, 2019
And his rather sore loser reaction went far from unnoticed by viewers at home. Many took to Twitter to mock his over-the-top reaction, as well as criticise him for not clapping for his ITV colleagues.
Thank God for that! We don't have to see smug Piers give the smuggest speech to date. This Morning absolutely deserved that win. #NTAs
— Sean the Mondasian Cyberman (@WhoPotterVian) January 22, 2019
— IrishDoyle (@DubhlinnAllOver) January 22, 2019
Did anyone else see Piers Morgan there? He's absolutely steaming that he didn't win 😂 #NTAs
— Chloe Browse (@ChloeeBrowsee) January 22, 2019
Piers Morgan had a face like a bulldog chewing a wasp 😀 #NTAs
— David Beddoes (@Filo221963) January 22, 2019
— Glen Mitchell 🐝 (@GlenMitchell1) January 22, 2019
Morgan had offered to go vegan for a week if Good Morning Britain won and threatened ‘uncontrollable violence’ if his show didn’t take home the award.
And it looks like Morgan is set to unleash his strength as he failed to take home an award this time around.
The former Daily Mirror editor has also said he will retire for a year if Ant & Dec win best TV Presenters. On Tuesday morning he slammed Ant McPartlin as a ‘dog walker’ and said he didn’t deserve the award as he’d spent most of the year off television as a result of his drink-driving arrest last year.
“Imagine if Ant McPartlin actually wins tonight and we don’t, walking the dog for a year, television personality of the year,” he said on GMB.
“Me, coal face every morning hours on end, week after week, nothing. Imagine if you think it’s a reasonable way to conduct the award seasons business, seriously.
“If so next year I will take the day off every day and walk my dog. I don’t even have a dog. I intend to do that if I can find a dog,” he continued.