The new breakfast show has broken another grim record after falling in ratings again last week, despite Ten bosses asserting they’re “happy” with the program.
Channel 10’s foray into the competitive breakfast TV sphere has continued to provide a struggle for the network, with 10 News First: Breakfast falling even further behind in ratings than its record-low first week.
On Monday, June 27, the half-hour program pulled just 44 viewers in Sydney, in what was believed to be one of the lowest figures in Australian TV history.
But it has seen no improvement, breaking the grim record last Tuesday with an audience of just 43 in Perth, according to Australian‘s Media Diary column.
The bulletin, led by Natasha Exelby and Lachlan Kennedy, averaged 17,000 viewers a day across the five major capital cities in its first week, according to OzTAM. This fell to just 15,000 in week two.
Now in its third week, bosses are persevering with 10 News First: Breakfastinsisting that they’re “happy” with the show.
speaking toThe Australian’s Media Diary, a spokesperson said the network is looking forward to “increasing engagement as viewers become more familiar with the timeslot” after the program’s second week on air.
This latest comment echoes an earlier response from a Ten spokeswoman given to news.com.au after reports of the show’s dire premiere week.
“Network 10 is happy with the launch of the 10 News First: Breakfast,” she said. “It has lifted the 2022 timeslot average by 13 per cent in its first week.”
The new program fills a 30-minute slot previously held by Studio 10which now kicks off at 8.30am.
Breakfast TV is a notoriously ruthless market, with strong ratings central to success. Currently, Seven’s Sunrise and Nine’s Today both air from 5.30am with loyal viewers spanning decades, while ABC NewsBreakfast has emerged to compete with them in recent years.
10 News First: Breakfast marks Ten’s second attempt at a breakfast-marketed program, after the now-defunct wake-up aired in 2013 with Exelby, Natarsha Belling and James Mathison on-board as co-hosts.
It was axed after six months on-air.
The disappointing results come at a tumultuous time for Ten.
From plummeting ratings threatening TheProject, a dismal last season of TheBachelor and an up-and-down season of masterchef, the network has been fighting for viewers across the board this year.