Studio 10 sinks to zero viewers in Perth
The first day of Ten’s new morning show Studio 10 delivered the network a zero rating in Perth for the final 15 minutes, an analysis of the overnight ratings has revealed.
According to the preliminary overnight metro ratings from OzTAM, Ten’s average rating between 10.45am and 11am in Perth yesterday was zero.
Yesterday’s new lineup began with Ten Eyewitness News Early at 5.30am, Wake Up at 6.30am, Studio 10 at 8.30am and Ten Eyewitness News Morning from 11am to noon.
As Mumbrella reported earlier, Wake Up averaged just below 47,000 across its two hours. Although it averaged a slightly smaller first day audience than Breakfast, Wake Up avoided repeating the unhappy first day of its predecessor which saw its ratings drop to zero in Melbourne during one 15 minute segment.
The lowest Wake Up dipped to was 1,000 viewers in Perth at 7am. Wake Up’s low points in Sydney, Melbourne, Brisbane and Adelaide all came at 6.30am when audiences were 4,000, 8,000, 4,000 and 3,000 respectively.
The highest Wake Up reached in any market was Brisbane when 19,000 were watching between 7.15 am and 7.30am. It didn’t get above 12,000 in Sydney.
While audiences for Studio 10 – presented by Sarah Harris, Jessica Rowe, Joe Hildebrand and Ita Buttrose – rose as high as 37,000 in Melbourne between 9.45am and 10.15am, it fared less well in Perth. From 10.15am to 10.45am the audience faded to 3,000 before the final 15 minutes of the show saw the dreaded zero rating. Studio 10 is split into two shows – Studio 10 and lifestyle show Studio 10 You from 10.30.
In total the show averaged a 61,000 metro audience. Studio 10’s producer Rob McKnight told Mumbrella: “It’s where we expected to be.”
During off peak, a zero rating in smaller markets is certainly not unprecedented. Between 10.30am and 10.45 am last Thursday, Nine’s Mornings rated zero in both Adelaide and Perth.
Prior to the publication of the 15 minute data, Adam Boland, director of morning television at Network Ten said: “We always said it would be a slow build. Breakfast and morning TV is a tough ride but we are confident in the alternative we are providing.”
Breakdown of metro viewing for first morning of Ten’s new lineup | Source: OzTAM
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Having the overrated and self-satisfied Meshel Laurie as their first rotating host wouldn’t have done them any favours. I doubt I was the only viewer who figured that if that was the best they could do then I wouldn’t be rushing back.
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Channel 10 is clueless. Surprised they didnt have Lara Bingle on as host with members of Bondi Shore or whatever that show was called. The Cove? Something like that.
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Enough Ch 10 with panel formats at rotating ch 10 personalities between the project; this week live. And a league of their own. I can’t wake this exhausted panel format any more! Moderation is the key.
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Mark i didnt realise sports stars are channel ten personalities…A League of Their Own is a very funny and entertaining show. relax dude and enjoy…
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Who’s got the time to watch any of this nonsense at 7.30am in the morning?
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Boring show. Hope it gets better.
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Don’t we have an ageing population ?
That being the case, that stuff they are presenting must, by sheer logic have a diminishing audience ?
I watched “to see what they came up with”……for about 15 minutes.
The horizon is very very dark for anyone with a bit of intelligence. Channel 9 too much laughing and music for 7 am, channel 7 nope, aunty definitely NO.
HELP !!!
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Extraordinary, I watched this earlier. I just can’t imagine how anybody drawing breath would be able to class this as any form of entertainment?
I’m deeply, deeply embarrased for everyone involved…
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