News

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.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.