The ABC Melbourne breakfast program co-hosted by former Western Bulldogs captain Bob Murphy and journalist Sharnelle Vella has seen its audience share fall to 5.5 percent in the most recent ratings survey, down from 6.8 percent, according to the latest figures.
The show, which began with the pairing in January, has continued to receive support from the broadcaster despite the decline. "Our Melbourne breakfast show with Bob and Sharnelle is very different to what we were doing last year with Sammy and compared to what else is on the market," Ben Latimer, ABC head of audio content, said. "We have found two incredibly fresh voices who have already created strong rapport, based on audience feedback. Changing the breakfast show always has a big impact and it will take time to build – the other shows on 774 sound great and we'll just keep working with the teams to find the audiences they deserve."
Murphy, 43, played 312 AFL games and captained the Western Bulldogs during a distinguished career. His transition into a high-profile media role has drawn attention beyond typical presenter scrutiny, in part because of an on-air incident earlier in the year in which he made a sexually charged remark about his co-host that referenced a strip club. Murphy later apologised, saying the comment was a "gross and inaccurate off-hand quip" and that he had broken a promise not to disrespect Vella.
The pair's ratings decline comes amid lingering debate over other comments made by Murphy outside the studio. He drew criticism after using the term "AFLM" in a newspaper column to distinguish the men's league from AFLW, a move some commentators labelled unnecessary. 3AW Mornings host Tom Elliott criticised the usage on air, saying, "Does anybody else honestly want to call the AFL the AFLM?... I think he [Murphy] is the only person who does this. He persists in calling the AFL the AFLM... that is wokeness."
ABC executives framed the change in hosts as part of a broader strategy to refresh the station's morning offering and noted the impact that altering a long-running breakfast lineup can have on audience numbers. Latimer emphasised that the broadcaster would continue to support the program and its hosts while they work to build a larger audience.
Murphy's appointment to the ABC breakfast slot followed his retirement from professional football and a move into media. While former players often receive attention in broadcasting transitions, the combination of reduced ratings and public controversy has intensified scrutiny of his post-football career.
There was no immediate indication from the ABC that further programming changes were planned. The broadcaster's public position is that the show remains a work in progress and that it will continue to evaluate performance as it seeks to grow its morning audience.