This year marks a historic loss for the show as it's the first time This Morning has failed to win the Best Daytime award (or its equivalent predecessor) in 13 years.
The ITV show had some stiff competition in the category and as a result was beaten by The Repair Shop.
Speaking on Wednesday’s (September 6) episode of This Morning, Willoughby graciously congratulated The Repair Shop host Jay Blades on the win.
"A special squeeze and lots of love to [Jay]," she said. "He ran over to us and gave us all a big cuddle which I just thought was class and gorgeous.
"I actually didn’t want to let go. Gives good hugs Jay Blades."
After congratulating The Repair Shop, Willoughby went on to thank the This Morning viewers for their support.
"A massive thank you as well just for voting for us and getting us through to the shortlist," she remarked. "If you look at that, you’ve got The Chase, you’ve got Loose Women, you’ve got The Repair Shop, and you’ve got us.
"So just to make it to there was just so wonderful. So, thank you always for your love and support."
Losing Best Daytime wasn’t the only blow for This Morning as Willoughby was snubbed from this year’s TV Presenter category.
Despite her This Morning co-star Alison Hammond being nominated, the gong ultimately was won by Ant and Dec.
This marks the 22nd year in a row the presenting duo have taken home the NTA for Best TV Presenter.
The National Television Awards aired live on ITV1 and ITVX.
This Morning airs weekdays on ITV1.
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