HD Ratings: Shorty Comes Up Short

TV2 programmers will be on the edge of their seats Friday morning waiting to see the overnight ratings after Shortland Street’s flirted with single figures on Wednesday.

It averaged only 9.9% – 17.0% of the major demographics and rated above 10.3% only among household shoppers with kids.

A year ago it averaged 11.4% – 18.8% on the same night and the previous Wednesday 11.7% – 16.1%.

Rarely if ever has a Wednesday broadcast slipped into single digits in the 18-39 and 18-49 demos.

One explanation could be the rise in Seven Sharp’s appeal: Wednesday’s episode averaged 4.1% – 8.8% compared to 4.3% – 5.2% the previous week.

Despite the slippage, Shortland Street retained commanding shares of 34% – 45%.

TV2’s comedies were largely unaffected: Mom rated 7.5% – 11.1%, Two and a Half Men 8.2% – 11.5%, The Big Bang Theory 12.4% – 14.2% and 2 Broke Girls 11.0% – 12.8%.

But Once Upon a Time (3.4% – 4.2%) was badly beaten by Sons of Anarchy (4.8% – 8.2%) while TV One’s Hostages (0.6% – 2.5%) couldn’t capitalise on a stronger lead-in, House Husbands’ 2.5% – 6.9%.

HH was scarcely gangbusters but improved on Rake’s 1.9% – 3.8% the previous week.

TV3’s Troy also was up, to 3.2% – 5.2%, while lead-out, a repeat of The Town That Caught Tourette’s, averaged 2.3% – 4.8%.

But overall TV3’s ratings/shares were down on the previous week and TV One and 2’s were up or stable.

Wednesday’s peak-hour HD channel ratings and shares were:

  • Adults 18-49: TV One, 5.1 rating/19.3 share; TV2, 8.5 rating/32.3 share; TV3, 4.2 rating/15.9 share
  • Adults 18-39: TV One, 4.2 rating/17.2 share; TV2, 8.1 rating/33.4 share; TV3, 3.7 rating/15.2 share
  • Adults 25-54: TV One, 6.5 rating/18.4 share; TV2, 8.7 rating/29.7 share; TV3, 5.2 rating/17.7 share
  • HHS: TV One, 8.1 rating/20.9 share; TV2, 10.6 rating/33.0 share; TV3, 6.2 rating/19.3 share.
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