It was just 2,000 viewers, but yesterday was enough for a first-ever victory for Studio 10 beating Today Extra.
TEN’s show to finish ahead of Nine’s in the OzTAM rankings, scoring 109,000 viewers.
Today Extra took 107,000.
It’s taken three years for Ita Buttrose, Sarah Harris, Jessica Rowe, Joe Hildebrand -and more recently Denise Drysdale- to finish ahead of Sonia Kruger and David Campbell.
The Morning Show, with Larry Emdur and Kylie Gillies, was still the timeslot winner with 140,000.
The gap has been closing of late. On Monday both shows were separated by just 15,000 viewers so it didn’t take much to tip the balance yesterday.
The Morning Show: 140,000 / 92,000
Studio 10: 109,000 / 64,000
Today Extra: 107,000 / 71,000
It’s also important to acknowledge the strategic differences in OzTAM coding in morning shows:
The Morning Show: 9-11am / 11-11:30am
Today Extra: 9-11am / 11-11:30am
Studio 10: 8:30 – 9:30am / 9:30-11am
Also worth noting, neither The Morning Show nor Today Extra begin bang on 9am, often stretching Sunrise and Today hosts by some 10 minutes in order to benefit the rest.
In the past both Seven and Nine have declined to explain why breakfast shows run late and their EPG is not corrected.