World Swimming Championships – Uh oh

SMH: Tribal Mind reports:

They were breaking records and faces at the World Swimming Championships last night, but most Australian viewers didn’t want to know. Channel Nine’s devotion to the water was able to earn it only 23.3 per cent of the prime time audience, putting Nine in an unprecedented third place behind Ten on 23.5 per cent and Seven on 36.3 (ABC 12.0, SBS 4.9). Thorpie is sadly missed.

What Australia watched, Tuesday
1. Dancing with the Stars Seven 1.856m
2. All Saints Seven 1.576
3. Seven News Seven 1.448
4. Today Tonight Seven 1.307
5. Nine News Nine 1.276
6. NCIS Ten 1.255
7. A Current Affair Nine 1.204
8. Home and Away Seven 1.167
9. The Biggest Loser Ten 1.162
10. The Simpsons – 7:30pm Ten 1.142
11. The Simpsons – 8:00pm Ten 1.100
12. ABC News ABC 1.007
13. World Swimming Championships Nine 0.976
14. Deal or No Deal Seven 0.883
15. Ten News Ten 0.878
(OzTAM preliminary estimates, mainland capitals)

Will Nine cancel its Swimming Championships coverage or push it back later in the night? Or will they continue to put a program on in prime time that attracts less people than the ABC news. Oh my god – what have they done? I wonder if it is doing this badly in Melbourne. Do they have to keep it on due to media sponsorships?

I am having a wonderful week watching Channel Nine do so badly. What a gift!

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