‘Not the Right Time’: Alison Hammond Reportedly Turns Down Holly Willoughby’s Spot on This Morning

The world of daytime television never sleeps, and few shows are under the microscope quite like ITV’s This Morning. For years, the program has been at the heart of British daytime TV, drawing millions of viewers with its mix of lifestyle features, interviews, recipes, and celebrity gossip. But behind the smiles and sofa banter, the show has faced turbulence — from the departure of Phillip Schofield to ongoing questions about Holly Willoughby’s future.

Now, new reports suggest that Alison Hammond, one of ITV’s brightest and most beloved personalities, has been eyed as Holly’s potential successor. But in a surprising twist, sources claim Hammond has “no interest” in taking the spot — at least not right now.

Alison’s Rise at ITV

Alison Hammond’s journey has been nothing short of remarkable. First appearing on Big Brother in 2002, she became a breakout star with her infectious personality, quick wit, and down-to-earth humor. Over the years, she has carved out a place in British hearts, particularly as a This Morning contributor known for her memorable celebrity interviews — from breaking a table while laughing with Dwayne “The Rock” Johnson, to cracking jokes with Harrison Ford.

In 2020, ITV elevated her profile further by pairing her with Dermot O’Leary as co-hosts on This Morning Fridays. Viewers immediately praised her natural charisma, describing her as “the perfect balance of fun and warmth.” When Phillip Schofield stepped down in 2023 following scandal, Hammond was among the names tipped to take on a bigger role.

Why Not Take Holly’s Spot?

With Holly Willoughby still uncertain about her long-term future on This Morning, insiders believed Alison would be the obvious replacement. However, reports suggest she doesn’t feel “it’s the right time.”

A source told The Sun:

“Alison has been incredibly grateful for every opportunity ITV has given her, but stepping into Holly’s shoes isn’t something she feels comfortable with right now. She’s happy where she is — building her own projects and enjoying her role without the pressure of being the main anchor.”

For Hammond, the choice may not be about lack of ambition, but about timing. She currently juggles multiple roles, including hosting The Great British Bake Off, presenting documentaries, and working on her autobiography. Close friends say she doesn’t want to risk overexposure or the burnout that comes with being front-and-center every weekday morning.

Holly’s Uncertain Future

Holly Willoughby remains one of ITV’s most bankable stars, but her future has been clouded by months of speculation. After enduring the fallout of Phillip Schofield’s exit, Holly briefly stepped away from the show following a security scare at her home. Though she returned, the rumors about her next career move persist.

Some industry insiders believe Holly may want to step away from daily live TV altogether and move into primetime opportunities, brand endorsements, or even a new chapter outside ITV. If that happens, This Morning would face its biggest shake-up in decades.

Fans React

The public reaction to the reports about Hammond has been mixed. On social media, many praised her decision to avoid being “shoehorned” into a role she doesn’t want.

One fan wrote on X (formerly Twitter):

“Good on Alison! She knows her worth and doesn’t need to chase something that isn’t right for her.”

Others, however, expressed disappointment:

“Alison would’ve been perfect. ITV needs her fun energy every morning.”

This debate underscores just how much affection both Holly and Alison command from audiences, making the show’s future casting decisions even more crucial.

ITV’s Dilemma

Behind the scenes, ITV executives face a delicate balancing act. This Morning remains a flagship show, but ratings have slipped amid controversies. Producers are under pressure to stabilize the brand, restore trust, and find the right chemistry on-screen.

For now, Holly continues to lead the program, supported by rotating co-presenters including Josie Gibson, Craig Doyle, and Dermot O’Leary. Alison’s refusal, however, forces ITV to reconsider long-term strategies.

What’s Next for Alison Hammond?

While she may not want to take over This Morning, Alison Hammond’s career trajectory remains upward. She has already proven her versatility — from reality TV to documentaries to prime entertainment hosting. Insiders believe she may soon have her own primetime talk show or variety series, something tailored to her unique style.

As one producer put it:

“Alison doesn’t need to inherit someone else’s seat. She deserves her own throne.”

Conclusion

The idea of Alison Hammond replacing Holly Willoughby may have excited fans, but for now, it’s off the table. Hammond’s decision not to step into the role shows her awareness of her own career path and priorities. Meanwhile, questions about Holly’s future linger, leaving ITV — and viewers — waiting for the next chapter in This Morning’s evolving story.

One thing is certain: in the world of British daytime TV, the drama off-camera is just as gripping as the drama on-screen.