CNN host and Daily Mail columnist Piers Morgan put up a blog post Friday taking on BBC anchorman Jeremy Paxman for: 1) Growing a distracting beard and 2) His “flagging” ratings.

Piers Morgan mocks BBC anchor for flagging ratingsMaybe not the best choice of insult. A simple Google search of “Piers Morgan ratings” renders the following:

“MSNBC Suffers Worst Quarter Since 2007, Piers Morgan Drops on CNN,” Hollywood Reporter

“Piers Morgan hopes for CNN talk show to rebound after getting ‘beaten up’ in ratings,” Daily News

“‘Piers Morgan Tonight’ Sinks To 2013 Low: Only 87K Viewers In Key Demo,” Deadline

“Piers Morgan struggles to beat [Larry] King’s ratings,” New York Times

“Piers Morgan jokes about CNN’s 20-year ratings lows,” Los Angeles Times

A BBC spokesman declined to comment for this post.