There's nothing quite like settling into your morning routine with a cup of tea and your favourite breakfast television hosts. But if you've been watching TODAY over the summer holidays, you might have noticed a very familiar face back on your screen—and it's causing quite the stir behind the cameras.
Samantha Armytage has officially made her Channel Nine debut as co-host of the TODAY Show, where she's filling in over the summer break, but this temporary arrangement might be anything but casual.
What appears to be a simple holiday replacement could actually be a carefully planned move being 'war-gamed' inside Nine's North Sydney headquarters as executives prepare to launch a renewed push for the breakfast TV ratings crown when the 2026 season begins.
The drama unfolding at Channel Nine reads like something from a television script itself. Sources reveal there have been 'crisis meetings back to back since Sam was signed' with staff objecting to her appointment, and that when Sarah Abo discovered she might be replaced during an earlier leave period, she was 'rightly upset'.
The breakfast television battle that's been brewing for decades
To understand why Sam's return is causing such waves, you need to appreciate just how fierce Australia's breakfast television war has become.
Sunrise currently commands a 43.2 per cent commercial audience share in capital cities and an even more dominant 48.4 per cent in regional markets—numbers that have helped it maintain 21 consecutive years at number one.
For Channel Nine's TODAY, those figures represent years of frustration. Despite having seasoned broadcaster Karl Stefanovic at the helm for nearly two decades, his recently extended $3 million annual contract hasn't translated into ratings success, while co-host Sarah Abo earns around $800,000 for the same hours.
'There have been crisis meetings back to back since Sam was signed—the fact is the big bosses did not listen to the team when they objected to Sam coming on board'
Australia's breakfast TV landscape
Sunrise reaches over 4 million viewers nationally each month
Commercial television in Australia reaches 85.1 per cent of the population aged over 13
Viewership is decreasing fastest in viewers under 50
This makes the over-50 demographic crucial for breakfast television success
When workplace loyalty meets television reality
The situation has created genuine workplace tension at Channel Nine. Staff are reportedly bitter about the network 'wielding the axe and telling staff budgets are tight, then they hire Sam for a rumoured three-year $1.5 million deal', while established team members feel overlooked.
Sarah Abo's position in all this is particularly poignant. The accomplished journalist has developed great chemistry with Karl since joining TODAY in 2023, yet finds herself fighting for job security.
Sources suggest 'Sarah made it clear to friends that she won't be watching TODAY while Sam is on', highlighting the personal toll of the situation.
Meanwhile, Samantha's return to breakfast television after nearly four years away hasn't been entirely smooth sailing.
Her brief stint filling in during summer holidays reportedly failed to lift ratings but did attract significant media attention, though fans have taken to social media throughout the week to applaud Sam's return, with many calling for her to join TODAY in a full-time position.
The personal cost of television politics
What makes this story particularly compelling is the human element. Sam's career transition comes at a personally challenging time—she recently shocked fans when she and husband Richard Lavender split just weeks before their fourth anniversary.
Yet she's approached her return to breakfast television with characteristic professionalism, even joking on air: 'I've remembered where I am, on Channel Nine. Isn't it lovely to be on Channel Nine?'
Her previous exit from breakfast television in 2021 was partly motivated by the demanding schedule. As she recently reflected: 'Getting up all those years at 3am was really hard. It affects your social life badly. It's hard on your body'.
What the ratings really tell us
The numbers behind Australia's breakfast television war reveal why executives are so desperate for change. Seven's dominance extends beyond just Sunrise, with 7NEWS and Sunrise remaining Australia's most-watched evening and breakfast programs respectively.
However, TODAY has managed occasional victories, drawing 231,000 metro viewers compared to Sunrise's 225,000 in some weeks, though Sunrise continues to lead nationally with the gap sometimes shrinking to just 43,000 viewers.
These fluctuations suggest the breakfast television landscape isn't as fixed as it might appear, giving hope to Nine executives that the right formula could finally break Seven's stranglehold.
What this means for breakfast TV viewers
- Expect more host changes as networks battle for ratings supremacy
- The over-50 demographic remains crucial for breakfast television success
- Workplace tensions often reflect broader industry pressures about costs and ratings
- Viewer loyalty can influence programming decisions, so your voice matters
The bigger picture for Australian television
This drama reflects broader challenges facing traditional television. Seven's 7plus streaming service recorded a 29 per cent year-on-year increase in viewership, indicating how viewing habits are changing.
Networks are under pressure to maintain traditional broadcast audiences while adapting to digital consumption patterns.
For regular breakfast television viewers, particularly those over 60 who form a crucial part of the audience, these changes can feel unsettling.
The familiarity of morning routines, including favourite television personalities, provides comfort and consistency in daily life.
Channel 9 is expected to provide clarity regarding its 2026 morning broadcast line-up at its Upfronts this week, which should finally answer questions about whether Sam's summer stint becomes something more permanent.
Looking ahead: What comes next?
The ultimate outcome remains uncertain. While a Nine spokesperson insists rumours of Sam replacing Sarah permanently are 'completely untrue', the entertainment industry is notorious for sudden changes.
What's clear is that executives at Nine have to be considering their options about deploying Sam because the ratings war with Sunrise is fiercer than ever. The question isn't whether change will come to breakfast television, but rather when and in what form.
What This Means For You
For viewers who've invested years in their morning television relationships, the uncertainty can be frustrating. Whether you prefer the familiar comfort of established hosts or the excitement of fresh faces, one thing remains constant—Australia's breakfast television battle shows no signs of slowing down.
What do you think about the potential changes to TODAY? Are you team Sam, team Sarah, or do you think the whole breakfast TV battle is much ado about nothing? Share your thoughts below—after all, viewer opinions have more influence on these decisions than you might think.
Primary Source
https://www.news.com.au/entertainme...r/news-story/930161af0a9e2712244702622b201df7
Samantha Armytage makes Today show debut amid personal drama
Cited text: Samantha Armytage has officially made her Channel Nine debut as co-host of the Today Show, where she's filling in over the summer break ahead of her 2...
Excerpt: Samantha Armytage has officially made her Channel Nine debut as co-host of the Today Show, where she's filling in over the summer break
https://au.lifestyle.yahoo.com/sama...show-debut-amid-personal-drama-210636784.html
Is Nine preparing to dump Sarah Abo for Samantha Armytage? - TV Blackbox
Cited text: According to Diary, the alleged plan is being quietly “war-gamed” inside Nine’s North Sydney headquarters as executives prepare to launch a renewed pu...
Excerpt: a carefully planned move being 'war-gamed' inside Nine's North Sydney headquarters as executives prepare to launch a renewed push for the breakfast TV ratings crown when the 2026 season begins
https://tvblackbox.com.au/page/2025/10/13/is-nine-preparing-to-dump-sarah-abo-for-samantha-armytage/
Samantha Armytage makes Today show debut amid personal drama
Cited text: A source said, 'There have been crisis meetings back to back since Sam was signed—the fact is the big bosses did not listen to the team when they ob...
Excerpt: Sources reveal there have been 'crisis meetings back to back since Sam was signed' with staff objecting to her appointment, and that when Sarah Abo discovered she might be replaced during an earlier leave period, she was 'rightly upset'
https://au.lifestyle.yahoo.com/sama...show-debut-amid-personal-drama-210636784.html
Samantha Armytage makes Today show debut amid personal drama
Cited text: They added, 'Recently, when Sarah was going on leave, the big bosses apparently wanted Sam to be fill-in host with Karl. But when poor Sarah got wind ...
Excerpt: Sources reveal there have been 'crisis meetings back to back since Sam was signed' with staff objecting to her appointment, and that when Sarah Abo discovered she might be replaced during an earlier leave period, she was 'rightly upset'
https://au.lifestyle.yahoo.com/sama...show-debut-amid-personal-drama-210636784.html
Sunrise as popular as ever: Seven #1 for 21st ratings year
Cited text: In the capital cities, Sunrise has a commanding 43.2 per cent commercial audience share, 2.4 points bigger than its closest rival. Its audience share in regio...
Excerpt: Sunrise currently commands a 43.2 per cent commercial audience share in capital cities and an even more dominant 48.4 per cent in regional markets
https://www.mediaweek.com.au/watchi...fast-show-wins-17th-consecutive-ratings-year/
Sunrise continues its reign as Australia’s top breakfast show, marking 21 years at number one in 2024, with strong viewership across the nation. - TV Blackbox
Cited text: ... Sunrise continues its reign as Australia’s top breakfast show, marking 21 years at number one in 2024, with strong viewership across the nation.
Excerpt: 21 consecutive years at number one
https://tvblackbox.com.au/page/2024...024-with-strong-viewership-across-the-nation/
Is Nine preparing to dump Sarah Abo for Samantha Armytage? - TV Blackbox
Cited text: The column reported that Karl Stefanovic recently agreed to extend his nearly $3 million-a-year contract, though speculation is mounting that 2026 cou...
Excerpt: his recently extended $3 million annual contract hasn't translated into ratings success, while co-host Sarah Abo earns around $800,000 for the same hours
https://tvblackbox.com.au/page/2025/10/13/is-nine-preparing-to-dump-sarah-abo-for-samantha-armytage/
Sunrise continues its reign as Australia’s top breakfast show, marking 21 years at number one in 2024, with strong viewership across the nation. - TV Blackbox
Cited text: Each month, Sunrise reaches over 4 million viewers nationally, with Weekend Sunrise attracting 3.1 million and the weekday The Morning Show drawing in...
Excerpt: Sunrise reaches over 4 million viewers nationally each month
https://tvblackbox.com.au/page/2024...024-with-strong-viewership-across-the-nation/
Television ratings in Australia—Wikipedia
Cited text: A 2016 report found that commercial television in Australia reaches 85.1 per cent of the population aged over 13 years old (down from 93.1 per cent in 2008) with view...
Excerpt: commercial television in Australia reaches 85.1 per cent of the population aged over 13, with viewership decreasing fastest in viewers under 50
https://en.wikipedia.org/wiki/Television_ratings_in_Australia
'There have been crisis meetings': Karl & Sam's Today Show takeover | Now To Love
Cited text: “On one hand, the network is wielding the axe and telling staff budgets are tight, then they hire Sam for a rumoured three-year $1.5 million deal—it...
Excerpt: Staff are reportedly bitter about the network 'wielding the axe and telling staff budgets are tight, then they hire Sam for a rumoured three-year $1.5 million deal'
https://www.nowtolove.com.au/entertainment/tv/karl-sam-today-show-takeover/
Inside Sam Armytage's Today Show takeover | New Idea
Cited text: (Credit: Getty) The accomplished Sarah, 39, is extremely popular at with Nine and has developed great chemistry with Karl since she joined Today in 20...
Excerpt: The accomplished journalist has developed great chemistry with Karl since joining Today in 2023
https://www.newidea.com.au/entertainment/samantha-armytage-today-show/
Inside Sam Armytage's Today Show takeover | New Idea
Cited text: ... “Sarah made it clear to friends that she won’t be watching Today while Sam is on … she’s switched off completely during her break,” our insider sa...
Excerpt: Sources suggest 'Sarah made it clear to friends that she won't be watching Today while Sam is on'
https://www.newidea.com.au/entertainment/samantha-armytage-today-show/
Is Nine preparing to dump Sarah Abo for Samantha Armytage? - TV Blackbox
Cited text: Her brief stint filling in on Today during the summer holidays reportedly failed to lift ratings but did attract significant media attention.
Excerpt: Her brief stint filling in during summer holidays reportedly failed to lift ratings but did attract significant media attention
https://tvblackbox.com.au/page/2025/10/13/is-nine-preparing-to-dump-sarah-abo-for-samantha-armytage/
Today viewers call for Samantha Armytage to permanently host the show
Cited text: Fans took to social media throughout the week to applaud Sam’s return to breakfast TV, with many calling for her to join Today in a full-time position...
Excerpt: fans have taken to social media throughout the week to applaud Sam's return, with many calling for her to join Today in a full-time position
https://au.lifestyle.yahoo.com/toda...e-to-permanently-host-the-show-024545003.html
Sam Armytage's First Appearance On Today Kicks Off With Flirty Exchange Between Her Co-host Following Split From Richard Lavender—As Aussies Call For Her To Be Removed From The Show
Cited text: Sam’s move to the network comes after she recently shocked fans when she and husband Richard Lavender split just weeks before their fourth anniversary...
Excerpt: she recently shocked fans when she and husband Richard Lavender split just weeks before their fourth anniversary
https://whatsnew2day.com/sam-armyta...ies-call-for-her-to-be-removed-from-the-show/
Samantha Armytage makes Today show debut amid personal drama
Cited text: 'I’ve remembered where I am, on Channel Nine. Isn’t it lovely to be on Channel Nine?” she said.
Excerpt: joking on air: 'I've remembered where I am, on Channel Nine. Isn't it lovely to be on Channel Nine?'
https://au.lifestyle.yahoo.com/sama...show-debut-amid-personal-drama-210636784.html
Is Nine preparing to dump Sarah Abo for Samantha Armytage? - TV Blackbox
Cited text: With The Golden Bachelor premiering next Monday, Diary claims Armytage’s growing presence within Nine has reignited talk she could be groomed for a re...
Excerpt: 'Getting up all those years at 3am was really hard. It affects your social life badly.
https://tvblackbox.com.au/page/2025/10/13/is-nine-preparing-to-dump-sarah-abo-for-samantha-armytage/
Seven Network tops ratings year 2024
Cited text: Seven also led in news and current affairs, with 7NEWS and Sunrise remaining Australia’s most-watched evening and breakfast programs, respectively.
Excerpt: Seven's dominance extends beyond just Sunrise, with 7NEWS and Sunrise remaining Australia's most-watched evening and breakfast programs respectively
https://www.mediaweek.com.au/seven-...key-demos-and-10-shines-with-younger-viewers/
TODAY Triumphs Over Sunrise in Key Ratings Victory—TV Blackbox
Cited text: According to 5 City Metro weekly averages, Today drew an audience of 231,000, narrowly surpassing Sunrise, which attracted 225,000 viewers.
Excerpt: Today has managed occasional victories, drawing 231,000 metro viewers compared to Sunrise's 225,000 in some weeks, though Sunrise continues to lead nationally with the gap sometimes shrinking to just 43,000 viewers
https://tvblackbox.com.au/page/2024/07/22/today-triumphs-over-sunrise-in-key-ratings-victory/
TODAY Triumphs Over Sunrise in Key Ratings Victory—TV Blackbox
Cited text: Although Sunrise continues to lead in National (metro+regional+BVOD) viewership, the gap has shrunk, with Sunrise leading by just 43,000 viewers last ...
Excerpt: Today has managed occasional victories, drawing 231,000 metro viewers compared to Sunrise's 225,000 in some weeks, though Sunrise continues to lead nationally with the gap sometimes shrinking to just 43,000 viewers
https://tvblackbox.com.au/page/2024/07/22/today-triumphs-over-sunrise-in-key-ratings-victory/
Seven Network tops ratings year 2024
Cited text: Digital growth played a significant role in Seven’s success, as 7plus recorded a 29 per cent year-on-year increase in viewership, solidifying its position as ...
Excerpt: Seven's 7plus streaming service recorded a 29 per cent year-on-year increase in viewership, indicating how viewing habits are changing
https://www.mediaweek.com.au/seven-...key-demos-and-10-shines-with-younger-viewers/
Is Nine preparing to dump Sarah Abo for Samantha Armytage? - TV Blackbox
Cited text: I’m not into that level to be honest, I haven’t seen that level of detail.” · Channel 9 is expected to provide further clarity regarding its 2026 morn...
Excerpt: Channel 9 is expected to provide clarity regarding its 2026 morning broadcast line-up at its Upfronts this week
https://tvblackbox.com.au/page/2025/10/13/is-nine-preparing-to-dump-sarah-abo-for-samantha-armytage/
'There have been crisis meetings': Karl & Sam's Today Show takeover | Now To Love
Cited text: A Nine spokesperson tells Woman’s Day rumours of Sam replacing Sarah permanently are false. “The claims are completely untrue,” they insist.
Excerpt: While a Nine spokesperson insists rumours of Sam replacing Sarah permanently are 'completely untrue'
https://www.nowtolove.com.au/entertainment/tv/karl-sam-today-show-takeover/
Inside Sam Armytage's Today Show takeover | New Idea
Cited text: “Executives at Nine have to be considering their options about deploying Sam on Today because the ratings war with Sunrise is fiercer than ever,” our ...
Excerpt: executives at Nine have to be considering their options about deploying Sam because the ratings war with Sunrise is fiercer than ever
https://www.newidea.com.au/entertainment/samantha-armytage-today-show/
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