HDTV Ratings: April 28-May 1

The Middle's Patricia Heaton with more on her plate than usual

The Middle returned last night for its second season – and first in HD.

But the ratings were lower than for the season-SD re-runs that aired earlier this year.

That’s because it didn’t have the benefit of The Big Bang Theory at its lead-in, so in its new slot of 7.30pm was delivered a significantly smaller audience by repeats of Two and a Half Men.

The numbers are likely to improve when more people realise it’s now on half-an-hour earlier, and it did win with TV2’s target audience, 18-39 year-olds.

But in the meantime TV One’s Sunday is picking up more 18-49 and 25-54 year-olds.

However, both shows easily out-rated the return of Survivor in all of the major demographics.

Also back last night was Modern Family. Its ratings were up slightly but not enough to stop it also finishing third in its slot.

TV3’s ITM Fishing Show held its gains from the previous Saturday, snaring 7.2% of 25-54 (versus Hyundai Country Calendar’s 13.1%), 5.8% of 18-49 (vs 11.7%) and 7.5% of household shoppers with kids (vs 9.2%).

TV3’s HD Saturday movie, 27 Dresses, also was up on previous weeks’, rating competitively with TV One’s HD drawcard, William & Kate, and TV2’s SD re-run of Gone in 60 Seconds.

TV One dominated Friday’s ratings with its SD coverage of the Royal Wedding – perhaps TV3 should have opted for the HD feed of the year’s biggest global telecast – while on Thursday TV2’s No Ordinary Family regained the upper hand over TV3’s Bones, which it out-rated in the major demos.

That was due to NOF getting a huge lead-in from the first season of Rescue 1 to screen in HD — 15.1% of 18-49 and 25-54 year-olds, 15.6% of 18-39 year-olds, 19.4% of HHS with kids – whereas Bones had to build on the 3.7%-4.9% America’s Next Great Restaurant delivered (which it did by doubling this viewership in the key demos).

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