As presenters Phillip Schofield and Holly Willoughby celebrated, the defeated host of Good Morning Britain Piers Morgan - who opted not to attend the awards at the O2 Arena in London - decided to send Willoughby a typically humble and magnanimous congratulatory message.
Revealing the message on his show this morning (Wednesday), Piers said: "I sent Holly a message actually, I said 'I hope you stocked up with enough lube to stick your NTA where the sun don't shine'."
Nice breakfast time image for viewers there.
The remark was perhaps a reference to a segment on yesterday's This Morning in which 80-year-old pensioner Iris Jones confessed to using 'a whole tube of KY Jelly' during her first night of passion with her 35-year-old Egyptian lover, whom she met online.
Holly took the dig in her stride though, replying with a less lube-y dig of her own.
Piers said: "She said, 'that just made me laugh out loud' and did six laughing emojis, and then said 'if you were that funny on the telly you might win one'."
Piers also used the show to pick up where he left off last night, criticising the awards host David Walliams, who he described in a tweet as a 'massive d***head'.
While Piers is know for sharing divisive opinions, it seems when it comes to Walliams' hosting of the NTAs, his views reflected those of the masses.
Taking to social media, people described his hosting as 'painful' and 'not funny'.
One person said: "David Walliams is painful to watch, could only take thirty minutes then switched off."
Another said: "Over staged jokes badly delivered by @davidwalliams are making the #NTAs a rough ride."
A third added: "I don't know what's more painful, David Walliams presenting #NTAs or the fact it's still January?"
Indeed, the general consensus seemed to be that Bradley Walsh's reaction to Ant & Dec's second win of the night was more entertaining than the show itself.Featured Image Credit: PA