The morning TV battle is proving to be one very tough fight for TEN, as Breakfast slipped to just 26,000 viewers yesterday. Those were the kind of numbers the network was attracting for the cartoons it replaced.
In contrast Sunrise was 374,000, Today 328,000 and ABC News Breakfast was 42,000 and 17,000 across two channels.
Cultural change to habitual viewing won’t come easily to TEN, so the answer must lay in more marketing, a greater point of difference and bucketloads of patience.
But there was brighter news in primetime, with TEN pushing Nine into third place.
Tuesday night was a king hit for Seven with My Kitchen Rules (1.85m), Packed to the Rafters (1.71m), Seven News (1.34m), Today Tonight (1.07m), Home and Away (1.07m), and Parenthood (657,000).
NCIS led TEN on 1.00m on the network’s best Tuesday shares this year. The Biggest Loser was 830,000, Bondi Vet was 747,000, NCIS rpt was 734,000, TEN News was 622,000 and The Project was 427,000.
Nine News (1.06m) was Nine’s sole show over the magic million then A Current Affair (962,000), Big Bang Theory (746,000 / 710,000), Two Broke Girls (641,000 / 649,000), Two and a Half Men (548,000) and Top Gear (441,000).
ABC News was 964,000 for ABC1 followed by 7:30 (583,000), Foreign Correspondent (480,000), On a Wing and a Prayer (421,000), but Genius was just 275,000.
A Who Do You Think You Are? repeat was 258,000 for SBS ONE, Insight was 220,000 and Dateline was 187,000.
Neighbours topped multichannels with 302,000.