Consumer electronics and appliance brands paying for exposure on Nine Entertainment’s Today show are facing a significantly smaller breakfast television audience than they can reach on rival Sunrise, with new ratings revealing Seven has opened up a substantial lead.

The latest figures show Sunrise, fronted by Natalie Barr and Matt Shirvington, averaged 460,000 viewers from Monday to Friday last week, compared with 292,000 for Today.

That represents a gap of 168,000 viewers, with Sunrise attracting around 58% more viewers than its Nine rival.

The year-to-date numbers also point to a widening problem for Nine.

Sunrise is averaging 439,000 viewers this year compared with 303,000 for Today, giving Seven a 136,000 viewer advantage. That means Sunrise is currently attracting around 45% more viewers than Today on a year-to-date basis.

The gap has widened since the departure of long-time Today host Karl Stefanovic in June.

When Stefanovic was still in the chair, Sunrise’s audience advantage was around 29%, according to previously reported figures.

The ratings disparity is particularly relevant for consumer electronics and appliance companies that use breakfast television for paid product segments, launches and promotional appearances.

On the available ratings, brands buying exposure on Today are potentially reaching a substantially smaller television audience than they would through Seven’s breakfast program.

Sunrise has also beaten Today on every day the two programs have competed head-to-head this year, according to recently reported ratings data.

The strong television performance comes despite Seven recently cutting online editorial positions, including staff involved in coverage of consumer electronics and appliances.

Nine, meanwhile, is still attempting to settle its breakfast television line-up following Stefanovic’s departure and Sarah Abo taking maternity leave.

The Daily Telegraph has reported that a revolving roster of Nine personalities and possible permanent hosts has appeared on the program, with former Sunrise host Samantha Armytage among the highest-profile names discussed after returning to breakfast television for fill-in duties.

The widening ratings gap increases the pressure on Nine to lock down a permanent presenting team capable of rebuilding Today’s audience, particularly as advertisers and brands assess the cost and reach of paid breakfast television exposure.