THIS Morning's stars work hard for their money with a gruelling schedule of hours of live TV – but it seems they've banked a lot of cash too.
With a rotating roster of big-name presenters – Holly Willoughby, Phillip Schofield, Alison Hammond and Dermot O'Leary – it's no surprise This Morning is home to some of the richest telly stars.
But who is winning the battle of the bank balance when it comes to the hit ITV show?
She's the darling of daytime TV and arguably one of This Morning's most popular hosts.
Holly and Phillip also host another of ITV's big hits, Dancing on Ice.
The mum-of-three rakes in a reported £730,000 a year for This Morning and the Sunday night ice skating show.
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Holly was given a whopping pay rise in 2017 after it emerged she was being paid a third less than co-host Phillip Schofield.
But she has racked up some lucrative side hustles too, with product tie-ins and books bumping her annual income several notches above her fellow presenter.
She is thought to have pulled in around £750,000 from her Garnier ads, £950,000 from her Marks and Spencer fashion range and an estimated £1million for her Dunelm home edits.
Another £1million-plus has come from book deals and she can command over £25,000 for a personal appearance.
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In 2021 Holly launched lifestyle brand Wylde Moon, selling £450 necklaces and £65 candles.
Net worth: £10million
Phillip’s ITV salary is said to match that of his co-host Holly.
He pocketed £1.45m for his bestselling book, Life’s What You Make It, released in 2020 and also promotes a wine brand and a gin subscription service.
The presenter owns a £2m family house in Chiswick and a nearby flat which he bought for £840,000 following his split from wife Stephanie, after coming out as gay in 2020. Latest accounts show his company Fistral has assets worth £2.48m.
Net worth: £8.6million
She's the rising star of This Morning, having successfully transitioned from showbiz reporter to main show host.
Alison and her co-host Dermot replaced Ruth Langsford and Eamonn Holmes on Fridays in 2021.
Her This Morning salary remains unknown to the general public, but is thought to be around £600,000 – and last year she signed a six figure deal to collaborate with fashion brand In The Style.
Past bank-boosters include a stint on Strictly Come Dancing in 2014, and a judging role on I Can See Your Voice in 2020. She also voiced the character of Frankenginger in the 2018 film Hotel Transylvania 3.
Net worth: £1million
Dermot is one of the newer faces on This Morning, and was previously best known for hosting The X Factor.
He left The X Factor in 2014 but returned two years later with an eye-watering £8m paycheck – one of the biggest ever TV deals at the time.
His salary for This Morning is likely to be in line with Alison’s, but he has many other irons in the fire.
Dermot has been a regular presenter on Radio 2 since 2004, and has hosted Channel 4 shows including the Big Brother spin-off show. He was also the host of the National Television Awards from 2010 to 2019.
Collaborations include his own skincare range at Marks and Spencer, which earned him a six figure sum.
He also landed a seven book deal for his Toto the Ninja Cat series in 2019, earning him around £500,000 so far.
Ruth was last seen on This Morning in August when she made a return to fill in for Holly and Phil alongside Rylan Clark.
Despite this her popularity with viewers has ensured the cash keeps rolling in.
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As well as fronting Loose Women, she has a regular show on shopping channel QVC promoting a clothing range for 'the older woman' and the anti-ageing sun cream Ultrasun UK.
Together with husband Eamonn, she has used her pulling power to land lucrative ad deals, including a campaign with Revitive to promote a £300 foot massager which improves circulation.
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