Channel 9’s Today show hits shocking new low, beaten by an unlikely contender

Channel 9’s breakfast show has been seriously struggling despite a new look and fresh panel, and now it’s reached a shock new low.

It’s not been a great year so far for Channel 9’s trouble breakfast show — and it just keeps getting worse.

After the non-stop saga of ousted co-host Karl Stefanovic, Today hoped to regain some of its lost audience in 2019 with a new look and refresh panel but it all seems to have been to no avail.

Not only has the gap between Today and Channel 7 rival Sunrise widened dramatically, but now Channel 9 has slumped to third place.

On Wednesday, ABC News Breakfast drew in more viewers nationally than Today for the first time ever.

The public broadcaster’s morning show attracted 265,000 pairs of eyeballs from across Australia, just 1000 ahead of the Georgie Gardner and Deborah Knight-fronted Today.

It represented a crushing new achievement — third place.

On a metropolitan ratings basis, rather than regional plus metro, which networks tend to favour, Today beat its ABC rival 178,000 to 120,000.

But adding serious insult to injury, on Monday, The Morning Show on Channel 7 — which airs after Sunrise and typically sees ratings trail off as people go to work — attracted more viewers that Today.

The post-9am show had 265,000 national viewers and 166,000 metropolitan-only viewers, more than Today’s 247,000 national and 136,000 metro in the prime time slot.

By comparison, Sunrise retained its number one position with a comfortable margin — 447,000 national and 270,000 metro viewers on Wednesday.

Viewers don’t seem to be responding to Today’s new line-up and look, fronted by Deborah Knight and Georgie Gardner. Picture: Channel 9

In terms of national viewers, ABC News Breakfast beat Today on Wednesday. Picture: Stuart McEvoy

Industry insiders were shocked when less than 200,000 people tuned in for the first show with the new line-up at the helm. Less than a month later, the ratings dropped even further with just 177,000 people tuning in on February 6.

David Knox, from TV Tonight, agreed Nine had an uphill battle on its hands but refused to say the show couldn’t recover.

“Breakfast TV is notoriously habitual, and it would be easier to turn around the QEII than an underperforming show,” Mr Knox told news.com.au last month.

“Viewers are rusted on and do not like change. That said, Nine had to respond to a year of poor figures and bad headlines.

“The rapport between Georgie and Deb is good, and Tom’s strength lays in live news reportage. Some viewers have questioned whether Richard Wilkins actually left the show, why Tony Jones is not sitting alongside the team and why Steve Jacobs isn’t on the road more for weather. There is still room to tweak but Nine has to hold its nerve.”

Sunrise on Channel 7 remains the viewers’ favourite and is yards ahead of Today.

Nine’s director of morning television, Steve Burling, also spoke to news.com.au after the poor figures from February 6 and remained upbeat.

“It’s very early days and rating figures will continue to fluctuate, but I’m absolutely thrilled with the dynamic between Georgie, Deb, Tom and the entire on-air team,” he said. “And, I’m confident that the audience will be turning to us in the weeks and months ahead.”

Related story: ABC News Breakfast presenter trolled by viewer with one very petty criticism

Karl Stefanovic was dumped in hopes of reversing ratings misfortunes at Today, but it hasn’t worked. Picture: David Caird

Dragging viewers back was always going to be a tough task, but one it was hoped could be helped by a clear-out of old faces.

Today’s mass exodus of talent began with executive producer Mark Calvert stepping down in early December after five years in the role, amid rumoured “tension” with Stefanovic.

Stefanovic was the next to go, with Nine delivering the news of his sacking while he was still on his honeymoon with new wife Jasmine Yarbrough.

The shock move came after months of mounting pressure due to horror ratings and a steady stream of negative publicity surrounding the high-profile TV presenter.

Richard Wilkins has stepped back to make way for new entertainment reporter Brooke Boney, Tom Steinfort was announced to take over newsreader Sylvia Jeffreys’ role, and sports presenter Tim Gilbert was dumped, replaced by Melbourne sports journalist Tony Jones.

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