HD Ratings: Few Sample Prime’s New Menu
Prime’s new Thursday line-up underwhelmed viewers, with the premieres averaging between 0.3% and 0.8% of the channel’s target audience, 25-54 year-olds.
The most popular of the newcomers, Celebrity Bake Off, anchored the night at 7.30 but couldn’t crack 1.0% while lead-out Freddie Mercury: A Life in Ten Pictures averaged only 0.6%.
Capping the night was the return of Bull, which averaged 0.3%.
The only good news for Prime was the 18-49 averages were largely the same.
Celebrity Bake Off faced tough competition from TVNZ 1’s Your Home Made Perfect, which benefitted from extraordinary COVID-driven ratings for lead-ins 1 News at Six and Seven Sharp.
They easily won their slots in both core commercial demographics, helping YHMP to average 6.4% of 25-54s and 4.6% of 18-49s.
Super Rich Sleepovers also dominated at 8.30, with averages of 4.0% and 2.9%, although it faced tougher 25-54 competition from the tail end of TVNZ 2’s MasterChef Australia and Police Ten 7.
The extra-long MasterChef averaged 4.9% / 3.5% vs 4.2% / 3.4% for Three’s David Lomas Investigates and 2.6% / 2.2% for 7 Days substitute Bay Patrol.
Lead-out Aussie Gold Hunters, which next week shifts to 5.00 Monday-Friday, averaged 2.5% / 2.1%, which was competitive enough to win the 9.30-10.00 zone and led to Newshub Late beating TVNZ 1’s Coronation Street.
Earlier, 1 News at Six averaged 14.4% of 25-54s and 9.5% of 18-49s vs 7.3% / 5.9% for Newshub Live.
TVNZ 1 won the night with 30+ shares of the key demos while Three led TVNZ 2 by several points.