They have been locked in a ratings battle for years.
And it seems Channel Nine's Today show is closing in on Seven's top-rated breakfast program Sunrise.
Last week, Wednesday's episode of Today drew 183,000 viewers in the major centres while Sunrise had an audience of 211,000.
Back in 2019, Sunrise, which is now co-hosted by Natalie Barr, averaged 300,000 viewers while Today was just managing a regular audience of just 177,00.
The new figures come as viewers are said to be deserting Australia's top breakfast TV shows in their thousands.
An industry expert has explained the coverage of the pandemic was a major reason why ratings for the morning shows have plummeted.
Seven's Sunrise, Nine's Today and the ABC's News Breakfast are watched by a total audience of just 498,000.
In 2019, these three breakfast shows pulled in 672,000 fans between them.
TV Tonight's David Knox told the Daily Telegraph the attitudes of presenters to hot-button topics as lockdowns, border bans and state premiers were perhaps significant in turning viewers off.
It may have prompted some fans to 'switch allegiances or seek out new alternatives,' he said.
Meanwhile in May, The Australian revealed that both Sunrise and Today have shed up to 35 per cent of their audience over the course of a decade.
The Seven Network declared Sunrise as Australia's top-rated breakfast show for 2022 last month.
In a press release, Seven said the morning program is number one in its timeslot for the 19th year in a row.