More embarrassment for Ten: Channel 10’s beleaguered breakfast show fails to get a SINGLE VIEWER in one major city – after setting a new record for the worst rating program ever
Channel 10’s struggling new breakfast program 10 News First: Breakfast has hit an all-time ratings low.
The 30-minute broadcast, hosted by Lachlan Kennedy and Natasha Exelby, took a huge nosedive last Wednesday when it failed to attract a single viewer in the major city of Perth.
Perth, which has a population of 2.1 million, is one of the five key metro demographics used to measure the popularity of Australian programs.
Channel 10’s beleaguered breakfast show failed to get a single viewer in Perth – which has a population of 2.1 million – during its broadcast last Wednesday. (Pictured: hosts Natasha Exelby and Lachlan Kennedy)
10 News First: Breakfast has struggled to gain momentum since its launch on June 27, having recently set a new record for the worst rating program in Australian TV history
Despite the crushingly low ratings, Ten has remained optimistic, telling The Australian on Monday: ’10 News First: Breakfast edition is maintaining its audience and increasing engagement as viewers become more familiar with the timeslot.’
An OzTAM spokesperson also told The Australian the disastrous result could be attributed to the use of ‘small underlying viewing samples’.
The struggling program took another dive last Wednesday when it failed to attract a single viewer in the major city of Perth, according to OzTAM figures. (Pictured left: Lachlan Kennedy; right: Natasha Exelby)
It’s the latest in a series of crushing blows for Ten’s new breakfast offering.
During its first five days on air, the 8am broadcast drew an average of 17,000 viewers across the five major cities, but this dropped to just 15,000 a day in week two.
The show managed to deliver the lowest ever ratings in Australian TV history on its second day, after just 44 viewers tuned in from Sydney.
During its first five days on air, the 8am broadcast drew an average of 17,000 viewers across the five major cities, but this dropped to just 15,000 a day in week two
On the same day, the national broadcast attracted just 224 viewers in Perth.
During another day in week two, the program clocked in just 43 viewers in Perth and 557 in Melbourne.
A Channel 10 spokesperson however told The Australian last month the network was happy with the results.
It comes after Channel 10 categorically denied rumors Studio 10 was on the chopping block. (Pictured: hosts Sarah Harris and Tristan MacManus)
‘Network 10 is happy with the launch of the 10 News First: Breakfast. It has lifted the 2022 timeslot average by 13 per cent in its first week.’
Ten dropped the first half hour of Studio 10 and replaced it with the new morning bulletin last month.
It comes after Channel 10 denied rumors Studio 10 was on the chopping block.
But a 10 spokesperson rubbished the speculation, telling Daily Mail Australia the program remains profitable and isn’t going anywhere
The morning show has been struggling in the ratings for years, with The Australian reporting there are now fears within the network it could soon face the axe.
But a 10 spokesperson rubbished the speculation, telling Daily Mail Australia the program remains profitable and isn’t going anywhere.
This isn’t the first time Channel 10 has gone into damage control after a breakfast TV show spectacularly flopped.
The station’s last attempt at a breakfast program, Wake Up, was axed in 2014 after just six months on the air.
The program was launched in November 2013 to compete with Channel Seven’s Sunrise and Channel Nine’s Today show, but it failed miserably.
Channel 10’s last attempt at a breakfast program, Wake Up, was axed in 2014 after six months on the air. Pictured: James Mathison (left), Natarsha Belling (centre) and Natasha Exelby (right)
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