Seven’s My Kitchen Rules has debuted on top of the ratings with 1.31m viewers.
In the unofficial ratings battle it bettered TEN’s I’m A Celebrity Get Me Out of Here on 959,000 -it’s best number excluding launches and finales- and Nine’s Married at First Sight on 820,000.
MKR was down on 2016’s 1.576m season launch.
Nine will have concerns about landing third in the race, yet sales chief Michael Stephenson managed to find a positive spin due to improvement on Australia’s Got Talent.
“In the key demographics, Married is up 27% on AGT last year in 25-54s, 56% with 16-39s and we expect it to continue to perform well in the weeks to come,” he said.
“There has also been a very strong reaction to the program online with Married coming number one in the Nielsen Social ratings and the preview of episode one on 9Now drawing more than 47,000 streams ahead of last night.
“Married has done what we wanted which is to lift audiences in the demos. With eight more weddings, and more stories to unfold, it will continue to grow audiences in the demographics, which is what advertisers want.”
Meanwhile Bride and Prejudice also won its slot for Seven with 874,000 viewers.
It’s gonna be a long year, folks…