Ratings hit ... The Voice.
The Voice has already claimed the scalp of Dancing with the Stars and Australia's Got Talent, pushing Seven's two big franchises down to lower-than-usual ratings. Last night it claimed MasterChef.
Ten's much-loved competitive cooking series launched on Sunday night against 60 Minutes and Dancing with the Stars to an audience of 1.36 million.
Last night, against The Voice, it was pummeled down to 996,000 viewers nationally on the "overnights", that is, the ratings data delivered this morning based on scheduled start and finish times.
Adjusted for correct starting and finish times, the figure is actually 1.012 million. Commercial networks usually release those re-calibrated numbers later in the day.
In this case, it's a significant difference. It puts last night's MasterChef on the safe side of the one-million-viewer watermark, an arbitrary line in the sand which creates the perception of success or failure, depending on which side of it you sit.
MasterChef will bounce back - Monday night is the only night where the two shows clash in the schedule, and time-shifted "+7" data, that is, ratings from homes which recorded the broadcast to watch later, will almost certainly push further it over the one-million-viewer watermark.
But it is a momentarily sobering result for Ten, which was buoyed yesterday by a solid start for the series on Sunday night.
Only the first Australian season of MasterChef, aired in 2009, saw a dip close to or below the one-million-viewer watermark. The second and third seasons both held their 1.5-million-range audiences across their opening week.
Neither, obviously, was up against The Voice. Nor were they airing in so competitive a period.
Presently there are no less than seven big reality shows on air: The Voice, Masterchef, Dancing with the Stars, Australia's Got Talent, The Block ,Celebrity Apprentice and The Biggest Loser, which finishes this week.
The final night of "battle rounds" on The Voice drew 2.32 million viewers. It was the most watched program on TV around Australia last night.
The Block also drew a formidable audience of 1.44 million.
Meanwhile, Seven's launch of The Price is Right in the 5pm time-slot delivered 536,000 viewers, a result that will most likely be met with cautious optimism at Seven. The Price is Right is coupled with Deal or No Deal which was watched by 747,000 viewers.
While Deal narrowly wins its own half-hour against Nine's Millionaire Hot Seat (704,000), when it is coupled with The Price is Right, Ten's news at 5pm inches to a marginal hold on the timeslot with 734,000 viewers across the pre-news hour.
Nine's numbers are softened considerably by a very small audience for their afternoon news, which runs from 4.30pm to 5.30pm. It was watched by only 235,000 people.