Sunrise pips three-way breakfast battle, Loser gets season’s best in bad night for Ten

Ten’s first promoted day of Breakfast averaged just 56,000 viewers on Monday, well down on the 100,000 the market believes it needs to deliver.

The main battle for breakfast saw Seven’s Sunrise pipping Nine’s Today by just 6,000 viewers.

Sunrise took 386,000 while Today claimed 380,000, according to preliminary overnight ratings from OzTam.

Ten’s new early-morning show Breakfast- just three shows in after launching early last Thursday to report on the Labor leadership contest – took just 56,000 viewers, but was up 7,000 viewers on its debut.   

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