The hosts of this week's (beg23Mar15) Brit Awards have spoken out to dismiss rumours suggesting Madonna's headline-grabbing fall was planned.

The pop superstar dominated headlines and social media across the world after she took a tumble during a performance of her new song Living for Love as she closed the prizegiving in London on Wednesday (25Feb15).

Madonna insisted she was "fine" after the fall and later revealed she suffered whiplash after one of her dancers attempted to pull her cloak off and accidentally yanked her down a set of steps.

Madonna's single has since soared up the U.K. charts, prompting many to suggest the fall was staged to boost sales, but awards show hosts Ant MCPartlin and Declan Donnelly have now spoken out to insist the incident was not a publicity stunt.

Speaking on U.K. talk show Loose Women, Donnelly explained, "We saw the performance in dress rehearsals and it all went swimmingly, it went brilliantly. In rehearsals she was having a bit of trouble with the tie (on her cloak) but it came off perfectly in the dress rehearsal so everything was great."

MCPartlin added, "(It was) a hell of a fall, that's no stunt."

The tumble appears to have paid off for Madonna - the song she sang at the Brits is expected to debut at the top of the U.K. charts on Sunday (01Mar15), giving her her 71st number one in Britain.