Today slips to 191,000 metro viewers, the same number delivered by Georgie Gardner and Deb Knight’s final outing
Nine’s breakfast program Today slipped to 191,000 metro viewers on Wednesday morning, the same ratings ousted hosts Deb Knight and Georgie Gardner delivered for their final outing at the end of 2019.
Nine brought back former host, and apparent ‘naughty boy’, Karl Stefanovic to host the show in 2020, alongside Allison Langdon.
Today is losing the morning show battle, with Today slipping as low as former hosts Georgie Gardner and Deb Knight’s final outing
The pair had a strong start to the year, pushing closer to market-leader Sunrise than its predecessor. The first, fast-tracked, episode with the new duo brought in 231,000 metro viewers. Then, in its first official match-up, Today had 225,000 against Sunrise’s 293,000.
On Wednesday morning, Sunrise delivered 277,000 metro viewers. ABC News Breakfast brought in 131,000. Nationally, Sunrise saw 492,000 viewers tune in, Today brought in 284,000 and News Breakfast 197,000.
Sunrise led in every metro city, drawing 74,000 viewers in Sydney against Today’s 52,000, 61,000 in Melbourne against 53,000 and 60,000 in Brisbane against 53,000. Today appears to have a particular problem in Adelaide where it drew 11,000 viewers against Sunrise’s 36,000 and News Breakfast’s 11,000.
Later on though, Nine was untouchable on Wednesday night, delivering a commanding 32.9% network share and a primary channel share of 25.4%. Seven held 24.2% as a network and 17.3% for primary channel Seven, ABC 17.4% and 12.9%, and Ten 17.7% and 10.8%. SBS Network held 7.7% and 4.5%.
Nine again topped the night with Married at First Sight which brought in 1.128m metro viewers and 1.524m nationally. In the same spot, Ten’s Australian Survivor: All Stars brought in 563,000 metro viewers and 745,000 nationally, and Seven’s My Kitchen Rules delivered 453,000 and 730,000.
MAFS also topped all three of the key advertising demographics, followed by Australian Survivor.
After the 7:30pm tentpoles, ABC’s Shaun Micallef’s Mad As Hell took the top spot with 614,000 metro viewers. Hard Quiz delivered 610,000 and 7.30 612,000.
Nine’s Doctor Doctor, which aired after MAFS, delivered 525,000. Seven’s First Dates Australia drew 317,000 and Ten’s Bull 216,000.
The most-watched multi-channel for the night was 10 Bold with 4.6%.
I thought the promo’s they ran in the lead-up to Karl re-appearing were in poor taste. The whole tie-in with Hannibal and Karl being a “bad boy”. Yeah, that would have gone down a treat with the target audience – women.
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So the wonder boy is not delivering the wondrous results hoped for? Nine will no doubt trot out the old “it’s a marathon, not a sprint” and “the show/new team need to be given time to build audience”lines but fact is , there is no growth here whatsoever. On the contrary, after a reasonable start, the numbers are now going backwards. Time for Plan B, Channel Nine. (or are we up to Plan C or D ?)
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Are people REALLY that surprised after Karl badmouthed a nine year old schoolgirl — yes, a nine year old — for protesting the national anthem.
Might play well with the Grumpy White Males of a Certain Age demographic, but not the female market. No mother in their right mind wants to share their breakfast table with someone like that.
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BTW : is it possible to have a state by state breakdown ? I’m presuming SUNRISE rates highest in Queensland where they like their TV a whiter shade of pale.
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As a very pale Queenslander, I take offence to this comment – we only watch Today when Pauline is on
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Whoever is telling Karl and crew to laugh every two seconds needs to have their head read. It’s so off-putting. No matter how hard they try, Karl and Ally are not working and I agree with everything Sam (in comments) said …. they will package it to sound like they’re still fine- tuning the program when it’s already entering Loserville. No wonder ABC Breakfast is doing so well. Stop treating viewers, especially women, like idiots.
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