HDTV Ratings: February 21

Are TV3's new-season ratings on the turn?

After two discouraging weeks of the new season, TV3 would have been heartened by last night’s ratings for its HD flagships.

None won its slot outright but all improved on last week.

The Almighty Johnsons climbed against TV2’s HD rival, Brothers and Sisters, drawing 8.4% of 18-49 year-olds (compared to 7.9% the previous week), 8.6% of 25-54 (8.3%) and 11.9% of household shoppers with kids (10.2%).

Brothers and Sisters was down sharply in the 18-49 demographic, from 14.5% to 10.9%, but was up with TV2’s prime audience, 18-39 year-olds, from 9% to 10.5%; with HHS/kids, it slipped from 14.5% to 13.9%.

TV3’s CSI: Crime Scene Investigation scored its highest ratings for the season so far in all of the major demos except HHS/kids.

HD opposition Desperate Housewives’ HHS/kids rating also dipped, from 18.4% to 16.2%, but held firm in the other demos, with a clear margin over CSI and TV One’s HD crime show, Criminal Minds (which rated 9.5%-11.5% against CSI’s 7.7%-10.4%).

Even TV3’s Bigger Better Faster Stronger started to flex its muscle, pulling in 6.4% of 18-49, 7% of 25-54 and 9.9% of HHS/kids – which was bigger and better than the previous week’s 4.7%, 6.1% and 7.6% ratings in these demos.

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