Eamonn Holmes addressed the audience from his This Morning sofa – about Primark’s ruling.
The TV star and his co-host wife Ruth Langsford were debating during extended hours at the discount clothing chain.
This has led to 24-hour queues outside the stores as shoppers are desperate for a bargain in their Christmas shopping.
But Holmes’ patience with the nation boiled over when it came to saying Primark.
Ruth and Eamonn were joined by Gyles Brandreth and Nick Ferrari for the lively debate, reports the Mirror.
After the interview, Eamonn said, “I apologize to all viewers in Ireland watching this morning for Primark’s mispronunciation there.
“You have to be Irish to know,” he added.
Ruth quipped, “This is from a former manager!”
Eamonn, who is from Belfast, corrected her: “Trainee manager.”
He continued: “The rest of the UK you call it Primark, we say Pree-mark, that’s it!”
Ruth said to him, “We say turnip, you say turnip.”
He threw back, “I don’t understand why the rest of you can’t get it right, but either way!”
One viewer tweeted, “Thanks @EamonnHolmes for correcting people’s pronunciation of @Primark. It started in Ireland and it’s Preeeeemark. We even had a Christmas TV ad that said, “Preeemark has a lot of stuff for Christmas” “.
“Now @EamonnHolmes did it! He’s started a PREEmark-PRImark debate, ”another joked.
This morning airs weekdays on ITV at 10:00 am