Sunday saw 3 News hit its lowest ratings in four years, drawing in only about 124,000 viewers.

Ratings haven't been this low for the news show since this time in 2011, when on October 8 ratings plummetted to 117, 120.

A Mediaworks spokesperson said the ratings were impacted by Bathurst, "which has always been a strong drawcard for TV3's audience".

But commentators say there is a bigger problem facing TV3.

TV ratings site Throng editor Regan Cunliffe says while the numbers aren't quite as low as last time, they're certainly enough to be worried about and not just on these isolated occasions.

"If you look at all the news data, TV3 for a long time have been absolutely slaughtered by TVNZ," he says.

"Ever since Home and Away moved and a few other changes...people have walked away in reasonable numbers."

He says when Home and Away moved to TV2 there was a slight drop-off in viewers and 3 News lost what used to serve as a lead in to their show.

But he says there are a range of "random factors" which contribute to this - not least of which is the difference the age of the internet is making.

"TVNZ is popular with the older demographic, so it's not that population that's more inclined to flick on Lightbox or Netflix instead."

One News pulled in 589,420 viewers on Sunday.

Media commentator Brian Edwards says this is less the fault of 3 News, and more to do with New Zealand viewers' mindsets.

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"It's been a struggle for TV3 from the start. I think there's a sense that TVNZ is the official broadcaster of New Zealand and TV3 was this newcomer, and that's never really gone away," says Edwards.

TV3 has only been around since 1989, and Edwards compares it to having two children: "one legitimate, and one illegitimate".

"And TV3's that illegitimate child and there's that feeling I think that you're not getting the 'real news'," he says.

"I think it's a younger channel, it's very dynamic. Given the choice I would rather watch 3 News - I think in terms of newsreaders, TV3 has a much better team than TVNZ. But I think we're a bit more conservative - a bit more fuddy-duddy.

"When you remember things like Judy Bailey being called the mother of the nation, you get some sense of how people think."

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