HD Ratings: Kiwi Dramas Crash

Two new Kiwi dramas may have been a hit with critics but they crashed and burned with viewers on Sunday.

The season two premiere of One Lane Bridge averaged 2.8% of TVNZ 1’s target audience, 25-54 year-olds, and 2.2% of 18-49s, finishing third for the 8.30 hour in both core commercial demographics.

It shed half its 25-54 audience, opening with 4.1% and closing with 2.2%.

Lead-out The Panthers fared worse, with only 0.9% of 25-54s and 0.7% of 18-49s.

These figures are devastatingly low for TVNZ 1’s NZ drama strategy given the weak competition: bargain-bin blockbusters The Bourne Identity and Edge of Tomorrow.

The latter averaged 3.0% of 25-54s and 2.3% of 18-49s and the former 2.5% / 1.8%.

Edge benefitted from lead-in The Block NZ averaging 5.0% of 25-54s vs 4.3% for TVNZ 2’s MasterChef Australia; the 18-49 averages were even wider: 4.2% vs 2.6%.

TVNZ 1 won earlier in the night, with 1 News, Hyundai Country Calendar and Sunday dominating both demos.

This helped to offset the drama collapse, with the network winning 27+ shares of the key demos, with Three easily leading TVNZ 2.

TVNZ 1’s new Saturday night dramas Anne Boleyn and It’s a Sin also bombed, but that was to be expected given the niche appeal of what was essentially an iffy art house double-bill and the blockbuster competition: international rugby on Sky that averaged 7.8% of 25-54s.

Anne averaged just 0.7% — half the viewership of lead-in Jamie’s Easy Meals for Every Day — and Sin 0.4%.

TVNZ 2’s dusty re-run of The League of Extraordinary Gentlemen dominated its slot with 3.1% of 25-54s and 1.8% of 18-49s.

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