If you were to take into account year on year comparisons for the month of July;
GMTV averaged 750,000 in 2010
Daybreak averaged 743,000 in 2011
Daybreak averaged 670,000 in 2012
Daybreak averaged 630,000 in 2013
GMB so far has only averaged 520,000
Over the last five years there has been consistent decline, but the biggest has been between this year and last year. To be fair if Daybreak was on air it probably wouldn't rate any better. But, the problem for ITV is that surely there will be immense pressure to turn things around.
Also, even though the Commonwealth Games is not as big a sporting event as the Olympics in 2012. As Breakfast will be broadcasting from Glasgow will that have an effect on GMB's ratings leading to further declines next week. I could conceivably see ITV Breakfast's lowest ratings during the Summer holidays with new lows of possibly 200 - 300,000 viewers and single digit audience shares. This will probably generate more negative publicity for the programme.