But who is winning the battle of the bank balance when it comes to the stars of morning TV?
Yesterday it emerged Ruth Langsford – who quit This Morning in December after being axed from the regular Friday slot with husband Eamonn Holmes – was laughing all the way to the bank.
The Loose Women star raked in over £2million last year, banking more than Holly Willoughby and over double the earnings of Phillip Schofield.
Here we take a closer look at the stars whose pre-lunch presenting jobs are bringing home the bacon.
While she’s now left ITV's flagship morning magazine show, Ruth’s popularity with viewers has ensured the cash keeps rolling in.
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 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.
Tax records for Ruth’s personal limited company Hey Ho Ltd suggest that last year she earned £2,092,863.