The new breakfast program has broken another sad record after falling back into ratings last week, though the ten bosses said they are “happy” with the program.
Channel 10’s foray into the competitive sphere of breakfast television has continued to demonstrate a struggle for the channel, with 10 News First: Breakfast falling even further behind in qualifications than their all-time low of the first week.
On Monday 27 June, the half-hour program attracted just 44 viewers to Sydney, in what was believed to be one of the lowest figures in the history of Australian television.
But he hasn’t seen any improvement, breaking the sad record last Tuesday with an audience of just 43 in Perth, he reports. The AustralianMedia newspaper column.
The newsletter, directed by Natasha Exelby and Lachlan Kennedy, had an average of 17,000 viewers a day in the big five capitals during its first week, according to OzTAM. That dropped to just 15,000 in the second week.
Now, in its third week, the bosses are persevering 10 News First: Breakfastinsisting they are “happy” with the show.
Talking toThe Australian Media Diary, a spokesman, said the network hopes to “increase engagement as viewers become more familiar with the time slot” after the show’s second week of airing.
This latest comment echoes an earlier response from a Ten spokesperson given to news.com.au following reports of the program’s terrible premiere week.
“Network 10 is happy with the release of 10 News First: Breakfast,” he said. “It has increased the average time slot of 2022 by 13 percent in its first week.”
The new program takes up a 30-minute space it once had Study 10which now begins at 8:30 p.m.
Breakfast TV is a notoriously ruthless market, with good ratings fundamental to success. Currently, Seven’s Sunrise and again Today both air from 5:30 p.m. with loyal viewers for decades, while ABC news breakfast has emerged to compete with them in recent years.
10 News First: Breakfast marks Ten’s second attempt at a breakfast marketing program, after the now-defunct one wake up was aired in 2013 with Exelby, Natarsha Belling and James Mathison on board as co-hosts.
It was removed after six months in the air.
The disappointing results come at a tumultuous time for Ten.
Of the fall in threatening ratings The project, a sad last season of The Baccalaureate and a season up and down Master of cooking, the network has been fighting for viewers across the board this year.