Holly WilloughbyThis Morning took home the prize for Best Daytime Show at the National Television Awards, taking the show’s total haul of NTAs to four. 

Holly Willoughby said, ‘This is just as important as it was the first time! The first time it happened, we thought it was crazy, so to have it happen the third year in a row is just incredible.

Phillip Schofield agreed, ‘This one probably means the most.’

Holly added, ‘It becomes more emotional each year because the stakes are higher and you feel like you have to give that bit more.

‘Out of anything that I’ve ever worked on, This Morning’s the show I’m most proud of.’

‘It just means that we know we’re doing something right,’ said Friday host Ruth Langsford, while her on-screen and off-screen husband Eamonn Holmes added, ‘It’s just tremendous to be part of such an institution.’