The first day of TEN’s morning TV battle indicates the long haul ahead.
Launched with little fanfare due to the snap decision to begin 4 days ahead of schedule, Breakfast landed in fourth place.
Sunrise was 399,000.
Today was 348,000.
ABC News Breakfast was ABC1: 56,000 / ABC News 24: 26,000
Breakfast was 51,000.
There was also a separate figure of 46,000 for Breakfast “Early” from 6-7am. And 42,00 for Breakfast “Extended” post 9am.
Both Sunrise and Today also break out an “Early” figure for their first hour (216,000 / 170,000 respectively).
TEN has always maintained Breakfast is a long-haul project, and it was an achievement to get the show to air early with a news landscape that was changing minute by minute. But scoring a “0” in Melbourne for 8:44-8:59am indicates just how tough the battle will be.
The real test will be in lifting shares from its former cartoon slots and attracting advertising revenue, and under the circumstances it’s too early to start drawing conclusions about results from the first day. A TEN release today claims a 67.8% increase in Total People.
Elsewhere last night My Kitchen Rules again ranked first with 1.63m viewers. Seven’s line-up once again led the night in all timeslots except at 7pm when ABC News won with 1.04m viewers.
Nine News was best for Nine on 922,000 followed by ACA on 813,000. Earth Flight was 557,000.
The Biggest Loser topped TEN’s evening on 709,000. Law and Order: SVU was 488,000 / 356,000. The Project was 411,000.
7:30 was 694,000 for ABC1. Family Confidential was 646,00 but The Straits was down to 456,000.
Neighbours topped multichannels on 278,000.