Ten's biggest problem is they're of the mindset their network should be the aimed at teen-35 market, as such, they don't really produce their news for the 35+ market, and that's the age bracket more inclined to watch the news, so they'll change to 7, 9, or even Sky News. Once they do that they'll have no need to go back to 10 later on in the night because they'll see the ads for the other stations.