HD Ratings: IOU Pays Off for Three

Three’s new Thursday night show Celebrity IOU turned out to be a big plus after Holey Moley’s sub-par ratings.

Despite being a late addition to the schedule, the Discovery series appealed to far more 25-54 year-olds, Three’s target audience, than its time-slot predecessor.

It averaged 3.6% of this demo to challenge the supremacy of TVNZ 1’s Grand Designs UK (3.5%) and TVNZ 2’s Police Ten 7 (3.7%).

One quarter-hour segment won the demo, and viewership was solid for the hour, slipping from 4.0% to just 3.2%.

The second half-hour seesawed with Grand Designs but both were out-rated by TVNZ 2’s Motorway Patrol (3.7%).

Both police reality shows won the 18-49 demo while Grand Designs just pipped IOU (2.6% vs 2.5%).

Nonetheless, IOU’s early success may encourage Three’s new owner Discovery to open up more of its catalogue for network primetime.

TVNZ 2 dominated the rest of the night with Renters, A Current Affair and Hoarders in the 18-49 and 25-54 demos while Three’s 7 Days and New Zealand Today out-rated TVNZ 1’s Amazing Hotels.

Three’s season two premiere of 2nd Chance Charlie, in its new expanded half-hour format, averaged 1.8% of 25-54s and 0.8% of 18-49s, to finish third at 9.30.

TVNZ 1 won the night with the biggest 25-54 and 18-49 shares because of the popularity of its early-evening line-up.

It also easily won these demos on Friday, with The Repair Shop continuing to be unassailable at 7.30 while lead-out Interior Design Masters With Alan Carr improved on the previous week to compete with Three’s movie The 5th Wave, leaving TVNZ 2’s Amazing Race Australia and 8 Out of 10 Cats Does Countdown in third place.

But on Saturday, all the networks took a hit from Sky’s Super Rugby coverage, with TVNZ 2’s RuPaul’s Drag Face Down Under sharply losing viewers week-on-week (0.7% of 25-54s, 0.6% of 18-49s).

TVNZ 1 narrowly won the night in the 25-54 demo and led with 18-49s.

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2 Responses to “HD Ratings: IOU Pays Off for Three”

  1. Can’t be long before Discovery put one of their bigger shows at 5.30. Surprised Millionaire Hot Seat is still in there!

  2. Quite true, K. After all this time Millionaire is still being dwarfed by TVNZ 1’s The Chase while Monday’s ep was neck-and-neck with TVNZ 2’s re-runs of The Simpsons and The Big Bang Theory. The much stronger lead-in (4.3%) helped 1 News to average 6.5% of 25-54s vs Newshub Live’s 4.6%.

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