TV3 happy with opening week of Firstline

TV3 appears to be happy with the perfomance of its new morning news show Firstline, sending through this press release today.

Firstline has shown strong growth since its first show on Monday, and is already making steady inroads into TV ONE’s Breakfast audience.

After the first four days, Firstline ended on a very promising 12.2% average share in the 25-54 demographic.

Audience reach figures are also strong. After four days on air, over 318,000 people aged 5+ had tuned in to view Firstline.

However, Breakfast share figures in the all important 25-54 demographic have showed a significant decrease since TV3 first went to air with a morning bulletin.

For the four weeks prior to 3 News going to air, Breakfast’s share has decreased by 7.7% in the 25-54 demographic.

Director of News and Current Affairs, Mark Jennings says these early numbers are incredibly encouraging.

“It’s clear that Firstline is offering an alternative and we feel very comfortable with going down the serious news, no fluff route,” he comments. “Viewer feedback and the positive talk online shows us that viewers are as confident as we have always been in Firstline.”

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  • Boris Sokratov

    Yip it has been a refresing format. Rachel’s delivery has also been perfect. Inspired choice

  • Darryl

    TV3, our household just love Firstline. Rachel is a delight in the mornings and so professional. Such a nice change from all the fluff and hoo ha crap.

  • theidolwhorocks

    I knew this was going to be the case. I’m not surprised. If Paul Henry was still on Breakfast, it would’ve been a different story.

  • Certainly a much better choice than running a direct competition to BF with a new Sunrise. Well done TV3.