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TVNZ'S embattled One News continues to shed viewers, with 3 News winning a bigger share of its rival's target audience for the first time last month.
The latest figures end a tough week for TVNZ, during which presenter Susan Wood left the state broadcaster amid a cancer scare after 21 years.
Rumours of low morale also circulated and a stand-off with unions over failed pay talks continued.
3 News, fronted by Mike McRoberts and Hilary Barry, targets viewers aged 18 to 39. But last month it took a 38 per cent share - the biggest chunk of 6pm viewers - of One News' target 25-to-54-year-old audience, as well as winning in its own target demographic.
One's flagship news show, presented by Simon Dallow and Wendy Petrie, took a 34 per cent share of 25-54, says AGB Nielsen Media Research.
Although One News remained the most watched news bulletin for all people 5 and over, its popularity has fallen in the past two years while its rival's has risen.
Phillip Hart, media director at media strategists Mitchell & Partners, said the figures were significant.
"It's more bad news for the One News team," said Mr Hart. "The news is one of the core foundations of TV One and to lose four weeks in a row is pretty tough for them."
Mr Hart said the ratings would knock morale - and hit the bottom line - at TVNZ.
In its latest rate-card release, the state broadcaster slashed the price of its news-slot ad space an average 15 per cent for the three months from April.
"Simon and Wendy don't seem to be resonating with audiences the way their predecessors have and Mike and Hilary are picking that up," said Mr Hart. "It's just a continual slide for TV One."
Advertisers consider viewers in a target demographic more valuable than children and the elderly.
TVNZ news and current affairs publicist Rachel Lorimer said One News remained the country's most watched news bulletin for all people 5 and above, commanding a 42 per cent share to 3 News' 29 per cent.
She said competition was hotting up but it was not all bad news.
"There are lots of positives, including, of course, One News being judged Best News at the Qantas TV Awards."
TVNZ had several initiatives in the pipeline, such a new lead-in show, local soap opera The Point.
Ms Lorimer said TV One's 7pm offering, Close Up, had performed well against TV3's Campbell Live, including in the important Auckland market.
Mr Hart said the 7pm slot was toughly contested: "It's not as if Campbell Live has set the world on fire."
Blow by blow
April: TVNZ apologises to former chief executive Ian Fraser in a settlement reached after mediation of his personal grievance case against the state broadcaster.
September: Presenter Simon Dallow makes headlines after questioning, on his radio show, a One News promotion featuring him and co-host Wendy Petrie polling the public and expressed frustrations over "fluff" in news bulletins.
October: A series of strikes begins over failed pay negotiations between TVNZ and unions, resulting in disruptions to shows, including the last-minute cancellation of Good Morning.
November: TVNZ executives tell a parliamentary select committee about 150 redundancies might be on the cards next year.
December: Close Up presenter Susan Wood resigns after 21 years with the company, citing health concerns and the need to reduce stress in her life.
