Ten’s new morning news and talk show Breakfast is rating so poorly, that it surely could not be considered sustainable. Ratings average around the 40,000 mark, but have hit as low as 24,000 on some mornings.
With Seven’s Sunrise reaching over 400,000 on average, Nine’s Today not far behind in the high 300,000′s and ABC’s breakfast offering reaching around 70,000 over two channels, Ten’s Breakfast has had no impact on the three existing offerings.
As Breakfast has such low figures, it must now be difficult to justify the money paid for its opinionated host New Zealand import Paul Henry.
Ten are well known for persisting with these sorts of decisions. The Project still being on air is testimony to their commitment to sticking with shows that are not necessarily an instant ratings hit.
But the difference between Breakfast and The Project, is that the Project is not rating at 10% of what its highest rating competitor in the timeslot is – it comparatively does better.
Ten say they are in for the long haul with Breakfast, but how long can the network sustain figures that low? Shows on digital channels in the morning pull better figures – namely ABC2 and ABC3 in the hours before children go to school. Children’s programming on 7TWO, 7mate, GO! and ELEVEN all are in a similar ball park as far as morning viewers are concerned.
Ten are not having a good run this year, with the network fourth in main channel shares on a numerous nights. So far, the impact of James Warburton has had little effect over the network’s overall performance.
Maybe in 2013 we will see a real difference with Ten vying for numerous sporting rights held currently by other networks and commissioning of new shows set to air later this year and next.