Piers Morgan has called Ant McPartlin and Dec Donnelly "cocky b*****ds" as he took a cheeky swipe at the Geordie duo in an online tweet.
The Good Morning Britain host has been nominated for the same award as the Britain's Got Talent presenters, and he took to Twitter to discuss the awards in a competitive post.
Discussing being up for the Favourite Presenter award, Piers said in a tweet to his 7.6m followers: "Delighted to have been nominated as Favourite Presenter in the @tvtimesmagazin Awards.
"Vote for me if only to wipe the smug grin off those 2 cocky, snivelling little Geordie b*****ds."
Despite the fact Piers' post is seemingly all in aid of healthy competition, fans were divided over his savage remark.
One said: "Geordie b*stards tho calm it @piersmorgan", with three laughing emojis.
While another wrote: "Bit harsh Piers."
"Thank you for reminding me to vote for Ant and Dec", penned a third.
"ANT & DEC ALL DAY EVERY DAY", gushed another Twitter user.
Some were thrilled Piers was nominated, and said he had their vote.
One said: "Done. You kept me going through lockdown."
Another typed: "It's in the bag for you Piers!"
"I'll be voting for you @piersmorgan", said another.
Also nominated for the award are Bake Off: The Professionals star Tom Allen, Supermarket Sweep's Rylan Clark-Neal, Secrets from the Square's Stacey Dooley, and The One Show star Alex Jones.
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Piers made headlines recently after he launched a scathing attack on Madonna during Wednesday's GMB.
He slammed the singer after hearing she is writing and directing her own biopic.
Piers ranted: "We haven't mentioned Madonna yet.
"The focus of the film will be music she says, but it won't.
"The focus will be Madonna, it will be herself."
He added: "She has had the worst lockdown of any celebrity.
"The moment she lay in her rose petal bath telling us Covid was the great leveller.
"She was last good in the Holiday tour… I was at Wembley Stadium… loved it."
GMB continues tomorrow at 6am on ITV.
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