Channel Nine's interview with Cleo Smith's parents on 60 Minutes won its time slot - but was only the fourth most viewed show of Sunday evening.

The exclusive program raked in 750,000 viewers in the major metro areas and was reportedly the documentary show's highest rating program in a year. 

However, industry insiders questioned whether the alleged cost of the program was worth the reported $2million cost.

'It's not enough to justify the price tag,' one said.