HD Ratings: Bones Double-Bill Goes Belly-Up

TV3’s punt on pairing new episodes of Bones with two-year-old re-runs flopped Thursday, when the repeat hour shed half the viewership of its lead-in.

It was the second consecutive ratings bust in 24 hours for TV3, with the second edition of 3rd Degree’s The Vote faring as badly as the first.

Executives will be busy revising the strategy of the monthly debating special, which, despite its energy and freshness, rates far lower than 3rd Degree’s conventional current affairs reportage.

Part of the problem could be the poor choice of topics – taxing fast food and is NZ racist? – when there are more pertinent (and provocative) political and economic issues to ponder.

Wednesday’s The Vote averaged only 2.3% – 2.7% of the major demographics, which helped TV One’s 24 Hours in A&E to average 4.5% – 8.2% against TV2’s HD titans The Big Bang Theory (13.5% – 16.8%) and 2 Broke Girls (10.8% – 14.7%).

TV3 rebounded at 9.30, with the penultimate episode of Sons of Anarchy rating 4.5% – 6.2% to be competitive with factual content on TVNZ.

Even so, they’re not the kind of numbers that will make Harry a bona fide hit when the NZ detective drama debuts in the same slot on May 8.

Thursday’s first hour of Bones averaged 4.9% – 8.4% to compete with TV2’s Once Upon a Time (5.0% – 8.0%) but both HD dramas trailed TV One’s British comedies.

At 9.30, the Bones re-run rated as low as 2.2% of adults 18-39 and only as high as 3.5% of household shoppers.

However, all of the networks’ shows at that hour had to tough it out against the second half of NRL coverage of Sky Sports 2, which averaged 3.4% – 3.6%.

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