Why didn’t Nine move the Today show to Italy to leverage off its Olympic presence?

With Nine enjoying a Winter Olympics halo, its Today show should really be drawing stronger numbers.

So far this week it has been comfortably beaten by Sunrise.

Yesterday Sunrise scored 411,000 while Today trailed at 306,000 -despite overnight Olympics as its lead in. On Monday it was 414,000 / 321,000 in Sunrise‘s favour. Those numbers are no better for Nine than without the Games.

It begs the question…. why didn’t Nine move the Today show to Italy, at least for the first week of competition?

Meanwhile in primetime Married at First Sight again dominated at 1.73m in National TV Audience.

Winter Olympics evening sessions were 1.11m / 634,000 (9GEM) / 622,000.

7:30 drew 764,000 then Dr Karl’s How Things Work (529,000), I’m a Celebrity Get Me Out of Here (528,000), and Royal Edinburgh Military Tattoo (464,000).

Later Mission to Space with Francis Bourgeois was 222,000 then NCIS (192,000).

Nine easily won Tuesday.

Nine News was 1.28m for Nine. A Current Affair was 1.09m then Tipping Point (697,000).

Seven News won with 1.31m for Seven. Home & Away was 867,000 then The Chase (608,000). Doc managed 193,000.

ABC News drew 903,000 for ABC. Hard Quiz (336,000) and Grand Designs Transformations (102,000) followed.

10 News (292,000), Millionaire Hot Seat (282,000), then Deal or No Deal (153,000), 10 News+ (124,000), 10 Late News (102,000).

On SBS it was SBS World News (191,000 / 139,000),  I Am Raquel Welch (103,000) and Who Do You Think You Are? (94,000).

Sunrise: 411,000
Today: 306,000
News Breakfast: 237,000

National Total TV: Tuesday 10 February 2026