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Good Morning Britain viewers were left unimpressed when Thursday’s instalment of the ITV news programme was cut short.

The show, which was being fronted by Charlotte Hawkins and Ben Shephard, was pulled off-air an hour early.

The programme usually airs between 6am and 9am on ITV on weekdays, but it was pulled earlier this week for coverage of the Women’s World Cup.

The programme which follows it, Lorraine, was also taken off air on Thursday for the sporting event.

During Thursday’s Good Morning Britain host Ben told fans they were “handing over coverage” to the Women’s World Cup at 7.55am.

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He assured viewers the show would return to its normal broadcasting times on Friday.

Following an advertising break, the football coverage kicked off with a match between Vietnam and Portugal.

But many disgruntled Good Morning Britain fans flocked to Twitter to hit out over the coverage.

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Scully shared: “Well that was a cut-off. Over to #BBCBreakfast it is #GMB.”

Shaun added: “I sort of missed #gmb, don’t get me wrong the football was a nice alternative and also slightly more visually appealing, but BBC Breakfast presenting is so lifeless and monotone in comparison.”

@TallandFirey fumed: “#GMB missing again so this football can be rammed down our throats, tuned in and there was some sort of old-style test card going on.”

Yogica said: “Why did you put football on this morning? Had to watch very boring BBC instead. #gmb.” (sic)

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The Women’s World Cup started on July 20, with England taking on Denmark on Friday.

The Lionesses won against Haiti in their opener on Saturday thanks to Georgia Stanway’s first-half penalty.

They are the defending European champions, after winning all six of their games at last year’s tournament.

Good Morning Britain airs on weekdays between 6am and 9am on ITV and ITVX.

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