Melbourne viewers dip to zero for Ten’s Breakfast debut

Ten Breakfast hostsTen’s Breakfast faces an uphill task to pull in viewers, ratings from its rushed launch show suggest. It suffered the ignominy of recording no viewers at all in Melbourne for a 15 minute segment of the show.

The decision to turn what had been scheduled as a rehearsal into a live broadcast was taken late on Wednesday night because of Kevin Rudd’s resignation as foreign minister. But the launch four days early meant that Breakfast’s first day got little promotion.

According to preliminary overnight metro ratings from OzTam, the show dipped to zero  – meaning that less than 1000 viewers were estimated to be watching – in Melbourne in the 8.45am to 9am segment.

Breakfast struggled in Melbourne throughout its time on air. The best it did between 6 and 9am was 11,000. The programme then stayed on air during what would normally have been The Circle where the number rose as high as 21,000.

In Sydney, the best Breakfast did was 25,000 from 7.30-7.45am. At the same time Nine’s Today was rating 151,000 and Seven’s Sunrise was rating 107,000.

Breakfast actually reached its biggest audience in Brisbane where it hit the 26,000 mark at 6.30am. At the same time Sunrise was doing 99,000 and Today 94,000.

In Perth, Breakfast provided a challenge for the other networks at a couple of points. At 6am it rated 10,000, jointly in front with Sunrise. Today was on 3,000.

And at 8.30am in Perth Breakfast rated 12,000 to Today’s 11,000. Sunrise was out at front on 25,000.

In Adelaide, Breakfast did not get above 5,000 viewers.

Sunrise was the relatively easy winner of yesterday’s morning battle, rating a metro audience of 399,000 to Today’s 348,000. Breakfast rated an average of 49,000 – significantly up on last year’s time slot average of 29,000 but below the 100,000 commentators have suggested the show needs. It was not far behind ABC1’s News Breakfast on 56,000.

Media analyst Steve Allen said of Breakfast’s debut: “It was cohesive, more intelligent than we expected, with good to great interaction from the crew. It has a good chance to build to our forecast of 100,000. Interestingly it took more away from Today than Sunrise, yet was faster paced and more structured.”

Elsewhere in Thursday’s ratings, Seven’s My Kitchen Rules easily won the night with 1.638m.

Nine had a bad night with Big Bang Theory rating 670,000, Earthflight rating 557,000 and CSI delivering 626,000.

ABC drama The Straits had 456,000 viewers.

Ten’s Biggest Loser rated 709,000.

Thursday night’s top 15 shows:

1. My Kitchen Rules Seven 1.638m
2. Seven News Seven 1.179m
3. ABC News ABC 1.043m
4. Today Tonight Seven 0.951m
5. Nine News Nine 0.922m
6. Home and Away Seven 0.868m
7. A Current Affair Nine 0.813m
8. Grey’s Anatomy Seven 0.779m
9. The Biggest Loser Ten 0.709m
10. 7:30 ABC 0.694m
11. The Big Bang Theory Nine 0.670m
12. Family Confidential ABC 0.646m
13. Ten News – 5:00pm Ten 0.631m
14. CSI: Crime Scene Investigation Nine 0.626m
15. Earth Flight Nine 0.557m

Thursday’s channel share split:

Seven: 24.9%
Nine: 16.5%
Ten: 12.4%
ABC1: 10.9%
7TWO 4.9%
SBS1: 4.8%
Eleven: 4.5%
7mate: 4.2%
GO!: 3.7%
Gem: 3.4%
One: 3.5%
ABC2: 2.9%
ABC News 24: 1.6%
SBS2: 1.0%
ABC3: 0.7%


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