First week of Ten’s Breakfast sees rivals increase audience

The first week of Ten’s new show Breakfast improved the network’s audience share from 3.89% to 6.36%, analysis of metro ratings data from OzTam suggests.

However, the early impact on rival shows on Seven and Nine has been minimal with the number of people watching commercial TV rising slightly, according to the analysis prepared by Fusion Strategy.

The data compares viewing for last week, Breakfast’s first full week on air, to the viewing patterns a fortnight previously.

Seven’s Sunrise saw its three-way share of the morning audience slip fractionally from 50.57% to 49.92%. At the same time its average number of viewers rose from 312,000 to 322,000.

For Nine, Today slipped from 45.54% to 43.72%, with average audience going from 281,000 to 282,000. Ten’s audience went from the 24,000 its cartoons were drawing to 41,000 – a rise of 70%.

Fusion’s Steve Allen said Breakfast’s ratings were “Not a bad start, a bit soft, and a long way to go.”

He added: “It needs about double this to be competitive.”

In the more advertiser-centric demographic of 16-54, Breakfast’s share was 6.81%.

breakfast ratings

Source: Fusion Strategy/ OzTam


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