Ten’s first promoted day of Breakfast averaged just 56,000 viewers on Monday, well down on the 100,000 the market believes it needs to deliver.
The main battle for breakfast saw Seven’s Sunrise pipping Nine’s Today by just 6,000 viewers.
Sunrise took 386,000 while Today claimed 380,000, according to preliminary overnight ratings from OzTam.
Ten’s new early-morning show Breakfast- just three shows in after launching early last Thursday to report on the Labor leadership contest – took just 56,000 viewers, but was up 7,000 viewers on its debut.
Both Sunrise and Today carried extended specials due to the Labor leadership spill, which also went Sunrise’s way with 290,000 viewers to Today’s 227,000.
Sunrise won in Perth, Brisbane and Adelaide, but Today won in Australia’s major advertising centres, Sydney and Melbourne.
The live broadcast of the 84th Academy Awards on Nine took just 382,000 while the delayed, prime time broadcast on digital channel Go! took a further 271,000 viewers nationally.
The ABC beat Ten for channel share – even though The Biggest Loser drew its highest ratings of the season for Ten, the weigh-in and elimination pulling in 943,000 viewers.
ABC shows 7.30, Q&A, Australian Story and Media Watch were well ahead of Ten’s NCIS: Los Angeles, The Bold And The Beautiful, Hawaii Five-O and The Project, which drew an audience of 501,000.
Monday night’s top 15 shows:
1. My Kitchen Rules Seven 1.842m
2. Revenge Seven 1.799m
3. The Big Bang Theory Nine 1.344m
4. Seven News Seven 1.254m
5. Nine News Nine 1.136m
6. ABC News ABC 1.077m
7. Today Tonight Seven 1.051m
8. The Big Bang Theory Nine 1.047m
9. A Current Affair Nine 1.046m
10. Home and Away Seven 1.036m
11. The Big Bang Theory – 7:00pm Nine 0.981m
12. The Biggest Loser Ten 0.945m
13. How I Met Your Mother – Episode 1 Seven 0.863m
14. Alcatraz Nine 0.767m
15. 7:30 ABC 0.742m
Monday’s channel share:
ABC News 24: 1.1%