HD Ratings: New Chefs Show Not as Masterful

TV One will be hoping its version of My Kitchen Rules curries more favour in its second airing on Tuesday after Sunday’s premiere drew far fewer viewers than network stablemate MasterChef NZ’s launch earlier this year.

Given the Aussie show’s popularity on TV2 — Wednesday’s finale averaged a whopping 15.9% – 19.7% — and the hype surrounding the premiere, many expected MKRNZ to rate higher on its first night.

And it’s a big ask for it to top Tuesday’s season premiere of The Block NZ on TV3.

But series like this often start slowly and the premiere still won its slot comfortably in all the major demographics (7.1% – 12.0%).

It launched a new-look Sunday night on TV One that included the season premieres of Call the Midwife (3.8% – 7.3%) and A Place to Call Home (2.5% – 6.4%).

The latter rated especially well for its 9.30 slot but both dramas were beaten by TV2’s network premiere of The Hunger Games (7.1% – 12.8%) – as were TV3’s X Factor Australia (5.3% – 8.3%) and Superbad (2.5% – 3.5%).

TV2’s The Middle averaged 5.5% – 8.6% and The Neighbors, 5.3% – 7.6%.

Week-on-week, TV One’s ratings and shares were up sharply enough to win two of the key demos.

Sunday’s peak-hour HD channel ratings and shares were:

  • A18-49: TV One, 7.4 rating/24.8 share; TV2, 7.0 rating/23.3 share; TV3, 5.5 rating/18.2 share
  • A18-39: TV One, 6.0 rating/21.2 share; TV2, 7.0 rating/24.7 share; TV3, 6.0 rating/21.3 share
  • A25-54: TV One, 9.1 rating/25.6 share; TV2, 7.5 rating/21.9 share; TV3, 6.2 rating/18.0 share
  • HHS/k: TV One, 10.1 rating/25.7 share; TV2, 11.3 rating/28.7 share; TV3, 7.5 rating/20.0 share.

But TV One had a disastrous night on Saturday, when it and the other free-to-air networks were thrashed by Sky Sports’ HD International Rugby Championship coverage averaging 7.7% – 11.1% of the key demos.

On Friday, TV2 dominated with The Voice Kids Australia but TV3’s 7 Days Cure Kids Special won its slot in all the key demos.

On Thursday, TV One’s Upper Middle Bogan faltered in its second week, to average 4.1% – 6.2% against Resurrection’s time slot-winning 6.5% – 10.0%, while TV3’s conclusion to INXS: Never Tear Us Apart was competitive (5.4% – 7.7%).

Meanwhile, TVNZ last week issued this press release about its channels’ mid-winter ratings successes:

With TVNZ’s news and entertainment line-up firing on all cylinders, half of those watching TV in July spent their nights locked on TV ONE or TV2 – the network’s strongest share result in three years.

TVNZ’s channels were in formidable form between 5:30 to 10:30pm, TV’s most popular and competitive time zone. The network’s combined share was 50.3% for AP5+ in July. In the key trading demos, the double act took a 48.2% cut of TV ONE’s 25-54 target audience and 47.5% in TV2’s 18-49 demo.

Share gives a clear insight into TV viewing preferences and it’s an important measure of success, says Jeff Latch, TVNZ’s Head of Content.

“Share tells us a lot about our audiences’ programme preferences – what they want to see more of at a certain time and what they don’t. As people wind down for the day in these colder winter weeks, one in two viewers will choose to spend their time with us – that’s a very strong preference. Both our channels have built strong momentum since the start of the year and it’s tremendous to see audiences respond so positively as we roll out a bumper crop of the hottest shows on TV.”

News and current affairs is the lynchpin of TV ONE’s prime time schedule. ONE News had its best month in two years with 34.5% share in July. Seven Sharp had its biggest month since launch with 30% share among all New Zealanders aged 5+ and 20.3% share among 25-54s.

“TV ONE is New Zealand’s most preferred news and current affairs shows by a long shot. Popular factual shows are doing extremely well, as are much loved local shows with a long history on the channel like Country Calendar and Sunday Theatre.”

Latch says a strong performance at 5.30pm is an important building block for primetime performance. Home and Away has helped TV2 to its strongest share result in eight years against 18-49s. The Aussie hit typically has four times the audience of any other show it comes up against (38.9% share). Meanwhile, New Zealand’s favourite soap, Shortland Street, dominates the 7pm timeslot with 41.3% share.

“From 5.30pm, Home and Away sets up TV2 for the night. This flows through toShortland Street and into shows like My Kitchen Rules, which has been a powerful presence on the channel. Resurrection was the biggest drama launch in New Zealand in a number of years and The Voice and The Voice Kids are hitting all the right notes with our viewers too.”

TVNZ’s online performance has also impressed. July was the second highest ever month for TVNZ Ondemand with 5.67m streams – a 51% increase on the same time last year.

“We had a stellar month in July. With new shows like My Kitchen Rules New Zealand about to launch on TV ONE and The Amazing Race: Australia v New Zealand hitting its stride on TV2, we are confident we’ll continue this strong run into August and the remainder of the year,” says Latch.

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One Response to “HD Ratings: New Chefs Show Not as Masterful”

  1. TVNZ certainly loves blowing its own trumpet, wish they would play a different tune though as it’s getting annoying. Where are my ear plugs? :)

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