Nine’s Mornings debuts just over 100,000 – but loses to Seven’s The Morning Show
Nine revealed its new-look morning show – simply called Mornings – yesterday, and pulled in just over 100,000 viewers for its first outing.
Hosted by Sonia Kruger and David Campbell, Mornings rated with 104,000 – not quite enough to reach Seven’s timeslot leader The Morning Show which received 166,000 viewers, according to preliminary reports from Oztam.
The new show did however beat Ten’s The Circle, which rated 51,000.
Mornings replaces the long running Mornings with Kerri-Anne.
Steve Allen, chief executive of Fusion Strategy told Mumbrella: “I’m not convinced the switch will do what Nine is hoping. Their publicity machine and Sonia Kruger has been leading with the chin. I don’t think they can change the profile of their audience. Can they grow their audience, that will be the question. You can’t judge it on one day.”
“Seven launched five or six years ago and that was a revolution. Kerri-Anne was unopposed at that time. Seven came in and did some serious damage – they took it to nine. Adam Boland was at his peak at Seven then and got the ingredients right and stole the march. But I doubt whether Nine, or another program coming in, can offer such dramatic difference – but that’s with the caveat that I have not watched the program yet.”
“The big challenge will be when Ten comes back to breakfast television because they were the original breakfast TV people. Now they’ll come back and the real race will be on.”
Ten announced the full presenter line up for Breakfast late last month.
Elsewhere in the ratings, My Kitchen Rules continued to rule the top spot, winning the night with 1.56m viewers.
MKR was followed by Seven news in second place with 1.19m and Please Marry My Boy with 1.17m.
The ABC saw the return of both Media Watch and Q&A. Media Watch inherited some of Four Corners’ 703,000 viewership, rating 689,000, while Q&A was close behind with 683,000.
It’s Boland, not Bowland.
User ID not verified.
What kind of strategy is it to comment on a show you’ve not even seen? Sunrise stole audience from Today but these days the programs are neck and neck. And both shows are hardly dramatically different.
User ID not verified.
Nathan.. you do realise good old Steve Allan is like a politician… i.e. always good for a quote/opinion to fill a story 😉
User ID not verified.
Mr Allen is often quoted in trade publications and I find it alarming that he hasn’t seen the show and is spelling Adam Boland’s surname… BOWLAND. How many media analysts have ever produced a single minute of television?
User ID not verified.
Hi Lauren,
The typo was ours – the comments from Steve came in a phone interview with one of our journalists.
Cheers,
Tim – Mumbrella
Bring back the Super Flying Fun Show at breakfast with Marilyn and Emu.
Now that was brekkie tele!
User ID not verified.
Ahhh, now I get it!
User ID not verified.
Hey the Super Flying Fun Show at brekkie is that silly. At least it will be different!! Damn, I’m getting sick of these commercial channels copying each other.
User ID not verified.
bring back Agro – most entertaining morning show host on Australian TV
User ID not verified.
does any one know when Ten’s new breakfast show is supposed to kick off?
User ID not verified.
Lemme get this straight.
Commercial morning TV slogs it out over a guesstimated 300k people nationally?
I knew TV had it bad, but not that bad.
User ID not verified.
Just seen mornings on Nine there seems to be a personality free zone..Its bland and dull.
User ID not verified.