Channel Nine's breakfast program, 'Today,' has experienced a significant decline in viewership following the recent departure of co-host Karl Stefanovic. The show attracted only 265,000 viewers earlier this week, a stark contrast to its main competitor, Channel Seven's 'Sunrise,' which garnered 458,000 viewers.
This ratings dip represents a substantial blow for the long-running morning show, which currently features veteran reporter Tom Steinfort as a fill-in co-host alongside Sarah Abo as the network seeks a permanent successor to Stefanovic. Even Seven's 'The Morning Show,' co-hosted by Larry Emdur and Kylie Gillies, outperformed 'Today' with 303,000 viewers, while the ABC's 'News Breakfast' recorded 210,000 viewers.
While 'Sunrise' has consistently outrated 'Today' over the past two years, the gap has widened considerably since Stefanovic's exit. In August 2024, 'Sunrise' averaged a national audience of 389,100 for the calendar year, compared to 'Today's' total TV audience of 325,300. Recent figures indicate a 16% increase in viewership for 'Sunrise' over the past two years, while 'Today's' viewership has decreased by nearly 20% in the same period.
The decline follows criticism regarding Nine's handling of Stefanovic's exit, which occurred after a controversial interview with far-right activist Tommy Robinson. Insiders suggest that the network's management of the situation, including the delay in announcing a permanent replacement, has benefited competitors like 'Sunrise.'
Industry sources have expressed surprise at Nine's apparent lack of a succession plan for the 'Today' show, noting that potential replacements may lack the appeal to draw viewers. "The current crop of contenders to replace Karl are too similar, they’re 'of a type'; no one in the Nine stable is an enticing prospect for viewers," one insider told The Sunday Telegraph. The source contrasted this with 'Sunrise's' seamless transitions, citing the hirings of Sam Armytage, Natalie Barr, and Matt Shirvington after previous hosts departed.
This turmoil at Nine is seen as strengthening Seven's position in the ratings battle, with 'Sunrise' reportedly experiencing its best viewer numbers in years. Meanwhile, reports indicate that rival networks Channel Ten and Seven have ruled out hiring Stefanovic, potentially limiting his options on other networks.