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Alison Hammond has turned down a huge pay rise to replace Holly Willoughby and front This Morning four times a week.
Bosses were 'desperate' for the presenter to take over after Holly's shock departure last October.
Alison presents This Morning alongside Dermot O'Leary on Fridays, and also fronts other major shows such as The Great British Bake Off.
An ITV source told the newspaper Mirror she turned down the job: 'Alison has long been a favorite with bosses. She is very popular with viewers and celebrities often ask her when they appear on the couch.
“She would like to fill it, but has politely declined the job more than once.”
Alison Hammond has turned down a huge pay rise to replace Holly Willoughby and front This Morning four times a week
Bosses were 'desperate' for the presenter to take over after Holly's shock departure last October
It comes after Emma Willis emerged as bookmakers' favorite to take on Holly's role in This Morning after impressing viewers with her pitch-perfect performances.
And her undeniable popularity has been rightly noted among bookmakers, with Ladbrokes giving her odds of 11/10 to claim the coveted presenting role full-time.
Nicola McGeady of Ladbrokes said: 'Emma Willis made a big impact on This Morning today and after immediately causing a flurry of betting, she is the new favorite to replace Holly Willoughby.'
Elsewhere on the show, regular Alison Hammond has odds of 2/1, Josie Gibson is 5/2/1, Rochelle Humes, 6/1, Kate Garraway, 10/1 and Storm Huntley, 14/1, while Abbey Clancy and Angela Scanlon those are. equal at 16/1.
Meanwhile, Rylan was tipped as the bookmakers' favorite to replace Phillip Schofield and secure a permanent slot on the show, with William Hill announcing his odds were 5/4.
Rylan is currently a rotating presenter from Monday to Thursday alongside Josie, Craig Doyle, Rochelle and Ben Shepherd.
Alison presents This Morning alongside Dermot O'Leary on Fridays, and also fronts other big shows such as The Great British Bake Off
Holly left the show last month 'for the sake of her family' after discovering she was the target of a foiled kidnap and murder plot and has not been permanently replaced since (pictured with Phil)
Holly left the show last month 'for the sake of her family' after discovering she was the target of a foiled kidnap and murder plot and has not been permanently replaced since.
It came five months after Phillip's departure after his affair with a young male showrunner was made public, followed by claims of an increasingly strained relationship with his co-host Holly.
ITV bosses were looking for a permanent duo to host This Morning from Monday to Thursday rather than continuing with rotating presenters.
Cat Deeley is said to have turned down the hosting job after impressing bosses with her guest presentation last month.
She was a big hit with viewers who called her 'brilliant', 'amazing' and 'a breath of fresh air'.
However, the 47-year-old opted to return to America to host So You Think You Can Dance instead.
Similarly, Christine Lampard is said to be 'adored' by ITV executives but has refused to work full-time.
It came five months after Phillip's departure after his affair with a young male showrunner was made public, followed by claims of an increasingly strained relationship with his co-host Holly (pictured with Holly in 2018)
Sources at ITV say there is more 'potential in the mix', adding: 'Bosses like to wait until it's right.
'They are not rushing anything and are determined to wait until they have the right connection. The intention has always been to have a permanent duo in addition to Alison and Dermot (O'Leary).
'But the surprising silver lining to such a tough year for everyone on the show was the success of the mix of presenters – some of the nation's favorite faces changed.'
ITV insiders say viewing figures have risen since Holly's departure, with November and December seeing the highest viewing figures of 2023, with a peak audience of more than one million.