HDTV Ratings: April 18

HD newcomer Drug Bust was an instant hit on TV3 last night, when it proved much bigger, better, faster, stronger than its rivals.

The premiere won its slot, opposite TV2’s The Amazing Race and TV One’s The Claim Game, in the demographic TV3 is targeting this year, 25-54 year-olds (which traditionally has been TV One’s viewership).

It rated 12.8% compared to Race’s 12% and Game’s 9.1%; in the 18-49 demo, it narrowly lost to Race – 11.6% vs 11.9% — but trounced it among household shoppers with kids: 17.6% vs 15.1%.

As a result, HD lead-lout CSI: Crime Scene Investigation fared much better: 11% of HHS/kids compared to 6% the previous week.

CSI’s ratings also were up in the other demos, albeit not as dramatically.

TV3’s other HD newcomer of the night, season four of Californication, couldn’t match the popularity of predecessor The Almighty Johnsons, rating at least a point lower in the key demos.

This was enough for TV One’s HD option, Castle, to post some of its best numbers in weeks – although TV2’s Brothers & Sisters still dominated the slot.

At 8.30pm, Desperate Housewives still rules while the first HD broadcast of Shortland Street at 7pm didn’t benefit from publicity about the switch to 1080i, with its target audience of 18-39 year-olds being down on the previous Monday’s episode.

The same was true of 18-49 and 25-54 year-olds – only with HHS/kids did ratings improve, from last Monday’s 19.8% to 24.3%.

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2 Responses to “HDTV Ratings: April 18”

  1. Do you work for TV3?

  2. Another dumb down reality show..

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