New Sunrise host Matt Shirvington has what it takes to out-rate rival Karl Stefanovic according to an industry expert who thinks the former Aussie sprint star is more 'relatable'.
As David Koch readies himself for retirement after an epic 21-year reign, attention has now turned to whether or not Shirvington can continue Sunrise's ratings win over Today.
A former Olympian, network darling and audience favourite - he will take over from Koch and push for a 19th consecutive ratings victory when he assumes the hosting gig on June 12.
Not surprisingly the industry is abuzz with speculation about whether or not 'Shirvo' and co-host Natalie Barr have what it takes to retain Koch's loyal fanbase and withstand a fresh attack from Today's hosting combination of Stefanovic and Sarah Abo.
Veteran media analyst Steve Allen, of independent media agency Pearman Media, agreed new host Shirvington gives Today its best opportunity in years to finally turn the ratings in their favour.
Matt Shirvington is set to face off with self-styled larrikin Karl Stefanovic in the breakfast wars
Karl Stefanovic, seen attending the Golden Slipper in March, has a new opportunity to usurp Sunrise
However he said Shirvington is a fitting successor to Koch due largely to the fact both men are 'genuinely relatable' and don't appear pre-disposed to personal life dramas like Stefanovic.
'Because let's be honest...Karl doesn't always seem to be authentic,' Allen told Daily Mail Australia.
'It seems he is always papering over something naughty that he has done.
'Hardly a year goes by that Karl isn't involved in some snafu.
'And while he might try to appear relatable, at the end of the day his personal life suggests otherwise... he is always attending silver spoon social events, going to celebrity weddings and seeking out an A-list posse of friends.
'(Today producers) might not want us judging him for that but the reality is audiences do judge and it is a turn off.'
In comparison Shirvington is 'genuinely down to earth', Allen said.
'Matt Shirvington just doesn't seem like the kind of person who is interested in that world.
'He might not be all that urbane but he is certainly relatable.'
Shirvington (with co-host Natalie Barr) is set to begin hosting Sunrise permanently on June 12
Karl and wife Jasmine Stefanovic ham it up during a recent night out
Matt is married to high-school sweetheart and renowned romance novel author Jessica Shirvington
Allen believes Seven will allow audiences a 'lengthy slow burn' phase to warm to Shirvington but predicts Today will 'throw everything' at Sunrise in the hopes of snatching some early defectors.
'Today might launch a million dollar giveaway on (Shirvington's) first day or something like that to try and rattle the cages a bit,' Allen said.
'But I can't see them making a huge, long-term dent.'
Sunrise is now overseen by morning TV boss Sarah Stinson - following the departure of former executive producer Michael Pell in 2021 - and has already clocked an unbeaten 22-week run to begin the year.
However Today has bagged a handful of significant wins recently, notably a surprise metro ratings victory over Sunrise back in February, drawing 200,000 viewers in the five capital cities compared to Sunrise's 197,000.
Shirvington was a track champion before switching to a career in broadcasting
'We’ve had changes throughout the years, and the show really hasn’t skipped a beat', says Koch
Today's numbers are also firming along the east coast and, so far in 2023, it holds the number one position in Sydney, Melbourne and Brisbane's combined figures.
However Sunrise remains dominant in Adelaide and Perth.
Seven is yet to formally announce Shirvington's appointment however Koch revealed on radio this week he was happy with the choice of replacement.
'Yes, I am,' he told 4BC's Sophie Formica.
'I can absolutely guarantee they’ll be younger and better looking than me, so that basically excludes no one.
'Sunrise has always been bigger than any individual person.
'We've had changes throughout the years, and the show really hasn’t skipped a beat – that’s the type of show that we've tried to build.
'Viewers are comfortable with the Sunrise family whether they work on Weekend Sunrise or weekday Sunrise.
'We've got a formula, we’ve got a value set that we really adhere to and seems to resonate.'
