HD Ratings: Love It or Loathe It?

Love It or Leave It might be a more apt title for TV One’s Thursday property hour, Kirstie and Phil’s Love It or List It, which is losing to TV2’s The X-Files in all the core commercial demographics.

On Thursday it averaged a 4 rating/14.8 share of the network’s target audience, 25-54 year-olds, compared to X-Files’ 6.5 rating/23.2 share; in the 18-49 demo, List It averaged a 2.9 rating/12.8 share and X-Files, a 5.6 rating/23.5 share.

The X-Files was less popular with 18-39 year-olds but still out-rated List It while the gap was widest in the household shoppers-with-kids contest: List It averaged 4.0 rating/13.1 share and X-Files, a 9 rating/29 share.

The X-Files also helped lead-out Arrow to dominate the 9.30 hour in its mid-season premiere, with 2.6% – 5.7% of the key demos and shares of 20.1 – 29.

While TV2 won the night in all the prime demos except 25-54, and its Shortland Street viewership was up 6% in the 18-49 demo, overall its 18-49 peak share of 25 was down two points week on week.

TV2 won Wednesday night across all four core demos, with shares of 25.8 – 33.2, while TV1’s Code Black already is on life support after only two weeks, with a 3.5 rating/13.8 share of 25-54s.

TV3’s The Blacklist also is struggling in the same demo, with a 3.2 rating/11.6 share for its season premiere ahead of Chicago PD’s DOA 0.9 rating/4.1 share.

Both were dwarfed by TV2’s SD re-run of Rush Hour after Shortland Street’s 18-49 viewership jumped 18% week on week.

TV2 also owned Tuesday with its two-hour block of reality re-runs while TV3’s NCIS and SVU outrated TV1’s British consumerism docos in the 18-49 and 25-54 stakes.

TV3’s Story had a good week back, when it aired in HD for the first time. It seesawed with, rather than trailed, TV One’s Seven Sharp in the key demos while Newshub Live was mostly ahead of One News in the 18-39 demo in its premiere week and was competitive with 18-49s.