News, Culture & Society

Channel 10 records lowest commercial audience share since 2001

The end of Channel 10? Network records its LOWEST audience share since records began – as ‘the future of the business depends on the success of streaming platform Paramount+’

  • Channel 10 had a commercial prime-time audience share of just 8.9% last week
  • This is its lowest share since the OzTAM ratings system began in 2001 
  • The network’s future rests on the success of streaming platform Paramount+, says former executive 
  • Paramount+ is operated by Channel 10’s American owners ViacomCBS
  • The service will replace 10’s existing online streaming app 10 All Access, and the network is promoting it heavily
  • Do you know more? Email tips@dailymail.com 

Channel 10 reached a worrying new ratings milestone last week, recording its worst commercial audience share since the OzTAM ratings system began in 2001.

The network had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1.

Commercial shares exclude the ABC and SBS.

Bad news: Channel 10 reached a worrying new ratings milestone last week, recording its worst commercial audience share since the OzTAM ratings system began in 2001. Pictured: Jimmy Nicholson on The Bachelor, one of Channel 10’s lowest-rated shows

Before this dismal result, 10’s lowest commercial audience share was 9.8 per cent, in the weeks commencing December 23, 2018, and July 25, 2021. 

Former Channel 10 executive Rob McKnight told Daily Mail Australia these numbers will have network bosses worried about the company’s future.

He said the only thing saving 10 at the moment is Australian Survivor, which has been a modest ratings success, and multichannel 10 Bold.

Dismal: The network had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1. Pictured: Jonathan LaPaglia, the host of 10's Australian Survivor

Dismal: The network had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1. Pictured: Jonathan LaPaglia, the host of 10’s Australian Survivor

‘If it wasn’t for Survivor and 10 Bold propping up the network you wouldn’t be surprised if [American owners] ViacomCBS decided to shut up shop,’ he said.

‘Yes, they were up against the Olympics last week but they’ve been up against the Olympics before and never rated so low.’

He said one of 10’s ‘big issues’ is the ratings failure of MasterChef and The Bachelor, which were once drawcard shows but have seen their audience halved this year.

Leading TV commentator Rob McKnight said Channel 10 execs will be hoping for a successful launch of Paramount+ to reverse the company's fortunes. Pictured: actor Michael C. Hall in TV show Dexter, one of the flagship shows on Paramount+

Leading TV commentator Rob McKnight said Channel 10 execs will be hoping for a successful launch of Paramount+ to reverse the company’s fortunes. Pictured: actor Michael C. Hall in TV show Dexter, one of the flagship shows on Paramount+

McKnight, the editor of industry website TV Blackbox, said 10 execs will be hoping for a successful launch of Paramount+ to reverse the company’s fortunes.

Streaming platform Paramount+ is operated by 10’s American owners ViacomCBS

The service will replace 10’s existing online streaming app 10 All Access, and the network is promoting it heavily during programming.

‘If it fails, then you can expect some big changes around the corner,’ McKnight said.

‘Although Paramount+ is a global rollout headed by the U.S. team, you can already see local execs trying to take credit for it. Let’s hope is does well in a very competitive market – otherwise the blame game will start.’

Dwindling figures: McKnight said one of 10's 'big issues' is the ratings failure of MasterChef and The Bachelor, which were once drawcard shows but have seen their audience halved this year. Pictured: The Bachelor host Osher Günsberg

Dwindling figures: McKnight said one of 10’s ‘big issues’ is the ratings failure of MasterChef and The Bachelor, which were once drawcard shows but have seen their audience halved this year. Pictured: The Bachelor host Osher Günsberg

Meanwhile, there was another bit of bad news for 10 last month when 9pm comedy show The Cheap Seats failed to live up to expectations. 

However, there is some good news on the horizon in the form of the season three premiere of The Masked Singer Australia. 

‘One upcoming highlight will be The Masked Singer. I’m a huge fan of this show but it did drop off last year. Will audiences still be interested? We’ll wait and see,’ McKnight said.

Daily Mail Australia has contacted Channel 10 for comment. 

No laughing matter: There was more bad news for 10 last month when comedy The Cheap Seats, hosted by Melanie Bracewell (L) and Tim McDonald (right), failed to live up to expectations

No laughing matter: There was another bit of bad news for 10 last month when 9pm comedy show The Cheap Seats, hosted by comedians Melanie Bracewell (left) and Tim McDonald (right), failed to live up to expectations

Read more at DailyMail.co.uk