INSIDE THE REAL MORNING WARS!

Crisis talks are being held at Sunrise, after Today wins the ratings for the first time in three years

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Battlelines are well and truly drawn between breakfast TV’s fiercest rivals after Today sensationally trounced Sunrise for the first time in three years.

According to recently released figures, Seven’s Sunrise has taken a massive hit in the ratings while Nine’s Today claimed a long-awaited victory, declaring it’s game on like never before between the warring breakfast camps! “The gap has been narrowing for a while, and while Seven relaxed and dropped their guard, Nine came along and pipped them at the post!” a TV insider tells Woman’s Day.

It’s all-out war, with embattled Today host Karl Stefanovic and his partner Allison Langdon doing all they can to trump Sunrise’s David Koch and Natalie Barr.

“No one saw this coming, least of all Nat and Kochie who thought they were cruising to their fourth year in a row as number one,” adds our insider.

The much-reported surprise win saw Today pulling in 248,000 metro viewers compared to Sunrise’s 237,000, triggering crisis meetings at Seven’s Martin Place headquarters in Sydney.