Positive first result for 'clunky' Wake Up

Positive first result for 'clunky' Wake Up
SHARE
THIS



Ten’s refreshed breakfast line-up of Wake Up and Studio 10 pulled “pretty acceptable” debut numbers according to one media analyst.

Wake Up pulled in 52,000 metro viewers on Monday morning, according to OzTam’s preliminary metro ratings. Studio 10, which kicked off at 8.30am, won more viewers with 61,000 people tuning in.

Fusion Strategy’s Steve Allen told B&T that given the large cash prizes on offer on Seven and Nine’s morning programs the results are satisfactory.

“It will build towards 100,000. So whilst they have started off on the light side one can’t forget that there is a million and a half dollars being thrown against them,” Allen said.

On Monday morning Seven’s Sunrise pulled in 368,000 viewers and Today won 321,000 for Nine.

“Sure, they [Ten] are doing a lot of giveaways and promotions but they are not the incumbents,” Allen added.

“With the incumbents putting so much money into their breakfast and morning shows to reward viewers for staying with them we think it is a pretty acceptable number. But it will be critical where it goes next.”

Ten’s previous foray into brekkie TV Breakfast launched with a debut audience of 51,000 but viewers turned off quickly before it was axed in November last year.

The larger turnout to Studio 10 shows the earlier start of 8.30am was a “clever little move” on behalf of Ten’s director of morning television, Adam Boland.

Boland told Mediaweek via Twitter that Monday’s result is a “promising start” (see below).

Allen, who was judging the programs based on live audience results, feels Wake Up is “sufficiently different” and could win over viewers due to its “archetypal Australian” broadcasting location.

“It is clever to have it at a surf club at a beach. The fact that it is discernibly Sydney may turn off some interstate viewers,” Allen warned.

“Particularly those in Melbourne because, as The Block has found, you can do anything in Melbourne and Sydney will watch it.

“You do something in Sydney and a good part of the Melbourne audience won’t watch it.”

Wake Up Review:

Wake Up – hosted by Natarsha Belling, James Mathison and Natasha Exelby – felt “clunky” according to Allen.

“It felt like they were really on edge and not really relaxed, it was first day jitters,” Allen added.

He also believes there “too many ingredients in Wake Up”: “You hardly got two minutes and there was somebody else popping up on screen.”

“They are certainly trying to make it fast paced but we felt it didn’t quite come together because of that.”

Studio Ten Review:

In comparison to Wake-Up’s lukewarm review Studio Ten won the analyst over. He believed the “sunshine wattage” and “charm” was dialled up the minute the Studio Ten team hit the screen.

Studio Ten’s hosts include Ita Buttrose, Jessica Rowe, Sarah Harris and Joe Hildebrand.

The Verdict:

Allen believes Wake Up needs the most work but is sure all can be fixed.

“We are quite confident that all these little bugs and concerns we have now we won’t be saying in two weeks from now.”

Please login with linkedin to comment

Latest News

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine