The Today Show has toppled Sunrise in morning show ratings for the first time in three years.
Nine Network's Today, hosted by Karl Stefanovic and Allison Langdon, pulled in 248,000 metro viewers, while their Channel Seven rival fell just behind on 237,000, according to OzTAM's latest figures.
Ratings have been narrowing between the two competing shows in recent weeks, with numbers being less than 5000 between them on some days.
The news is bound to be a blow for Sunrise hosts David Koch and Natalie Barr, who have constantly defeated Today in viewership since 2018.
Nat replaced former co-host Samantha Armytage after she sensationally quit her hosting gig on Sunrise in March, eight years after stepping in for Melissa Doyle.
After long-circulating rumours, an insider claimed to New Idea last month that Sam is all but confirmed to swoop in at Nine, with Today still in her sights.
Even Nine's Sunday night flagship current affairs program, 60 Minutes, is rumoured to play home for Sam, with the insider teasing "there's whispers that she'll also be doing the odd special from there in 2022."
As for Karl, the insider said he has become TV's "cat with nine lives" and that Today's slow increase in ratings is enough to keep him around.
"Nine plans to let Karl run his course and stick out his contract," the insider explained, as finding a viable replacement for Karl is in the "too-hard basket."
If Sam does pull off a move like returning to the small screen on Today, it would likely be Allison who is shafted from the top seat.
"Ally is just riding it until the end – she can see the finish line after enduring some pretty trying days on-air," the source told New Idea.
"Thankfully, if that were to happen, the popular presenter would be "welcomed back with open arms" at 60 Minutes.
It appears to be a case of "win-win" for Nine, as the source pointed out 60 Minutes is in need of someone like Ally to fill Liz Hayes' shoes, since the latter stepped in to host Under Investigation.
"Nine is backing Ally to resuscitate the show and bring some credibility back into the mix," the source said.