The Today show has been beaten in the TV ratings by ABC's News Breakfast.
According to a report by Crikey on Thursday, it's the first time the ABC has eclipsed the Channel Nine program, coming in at number two behind Channel Seven's Sunrise.
News Breakfast pulled in 265,000 national viewers on Wednesday, a good 1000 on Today's 264,000.
Is this the end of the Today show? Channel Nine left red-faced as their morning show is BEATEN by ABC's News Breakfast in the ratings
Sunrise took the lead, sitting on top with 447,000 national viewers.
It's bad news for the Today show, after they debuted their new lineup in January.
The embattled program has failed to boost their ratings after shafting longtime Today personalities, including Karl Stefanovic and Richard Wilkins.
On Monday, it was revealed just 163,000 viewers woke up with Georgie Gardner and Deborah Knight across the five-city metro markets, marking another all-time low for the Channel Nine breakfast show.
Rival Channel Seven's Sunrise pulled in significantly more viewers with 266,000 people tuning in, and a Channel Nine spokesperson told Daily Mail Australia on Tuesday that the public holiday is to blame for the continued low ratings.
'With a public holiday in Victoria and South Australia yesterday,
