TV3 leads in battle of morning shows

TV3’s Ireland AM has retained a comfortable lead in ratings battle for early morning TV against RTÉ’s new breakfast show Morning Edition.

According to RTÉ, Morning Edition, which started last week, had an average weekly viewership of 18,600 people, representing a 7.2 per cent audience share. This is double its previous morning viewership when an average of 8,900 people watched RTÉ One during the 9am to 11am period.

Over the same period and during the hour of overlap between the shows, Ireland AM attracted 76,500 views, accounting for some 31.25 per cent audience share.

Morning Edition, fronted by former Prime Time presenter Keelin Shanley, started last Monday, when it attracted 18,800 viewers. Viewership for the week peaked on Wednesday, when 22,600 people tuned in.

The RTÉ figures are only for those who watched on television and do not include those who viewed the programme on the online channel RTÉ News Now. The broadcaster said additional 2,000 to 3,000 people watched the show online.

A spokeswoman for TV3 said: “Ireland AM is a phenomenally powerful brand and a great show, which is often underestimated.”