Studio 10 pips Today Extra

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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.

13 Comments:

  1. If I’m interpreting that right we’re comparing an 8.30-9.30 rating with a 9-11 rating, and as much as I don’t want to give Nine credit if every channel actually coded their programmes in their entirity it would be a way off.

    Movement is clearly there though and however they code the ratings there is no hiding that.

  2. That is wonderful news. I rarely watch it but if I am home at this time and the TV is on this my preferred morning news program because I like the presenters. Congrats to 10.

  3. As a big fan of Studio ten from the start its a great acknowledgment for the guys. It always has been the little show that could just chugging away at it. It’s a nice way to start the morning or evening if I’m working.

  4. Congratulations Studio 10 Team. You have a great show and I watch it whenever I am not working. Keep going you guys are winners and not only that you have a quality show. Great Job!

  5. Considering the fact that Studio 10 builds an audience throughout the show with no decent lead-in, rather than starting with a large audience like the others do from a large lead-in like Sunrise/Today I think it’s even more impressive. Congrats to all the team! So well deserved.

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