The Herald Sun reporting the newest radio ratings, including falls to all the new breakfast shows of 2008 however Helliar’s and Myf’s show, despite the heavy promotion has suffered a fall.

MELBOURNE’S avalanche of new FM breakfast radio shows have failed to set listeners on fire. But the biggest surprise was the lacklustre performance of high-profile recruits Peter Helliar and Myf Warhurst on Triple M. The station’s breakfast ratings went backwards 0.1 per cent, despite a huge marketing campaign to promote the pair.

Austereo general manager Ben Amarfio said station management expected a slow start for Helliar and Warhurst. “We really did expect to take a bit of a hit there,” he said. Mr Amarfio said Helliar’s inexperience, coupled with listeners’ tendency to channel surf with so many new shows on offer, meant the initial ratings were sure to be volatile. “That show will only build. It can only get better as time goes on,” Mr Amarfio said.