Real reason Holly Willoughby ‘snubbed’ TRIC Awards revealed as she avoids awkward encounter with rival Eamonn Holmes

They claim the 42 year-old blonde avoided the event because she didn't want an awkward run-in with rival Eamonn Holmes, who recently slammed her in his various attacks on the ITV morning show.

The publication also alleges she didn't want to go as it would have been embarrassing that This Morning was beaten by Channel 4's A Place In The Sun this year.

A source told them: "If you were Holly you wouldn’t have gone, would you? Not only would you have come face to face with Eamonn but you would have had to go through the humilation of losing out to A Place in The Sun.

"It was all very different to this time last year when Holly and Phil turned up, big smiles on their faces, and were the toast of the do."

Holly, who is said to have had a 'prior commitment', wasn't the only one who didn't attend from the troubled daytime series.

The programme's editor Martin Frizell also opted not to go, along with the show’s other main presenters Dermot O’Leary and Alison Hammond.

ITV’s head of daytime Emma Gormley was also a no-show.

It comes as Eamonn attended the awards on crutches, and his fellow presenter Rob Rinder offered to 'sort out' the tensions between the now GB News host and shamed This Morning star Phil.

Speaking exclusively to The Sun at the TRIC Awards today, Rob said: "I should mediate some disputes while we’re here.

"Let’s not do it in court. Let’s do it the old fashioned way and wrestle or fence.

"Phillip and Eamonn wrestle each other…"

He continued: "As a court I would only bring cases and controversies that were brought to me. 

"All I want is people to have a hearing space and to talk."