HD Ratings: Ruins Sound for TV3

TV3’s strategy of running comedy movies opposite TVNZ’s HD drama competition continued to prove successful on Monday, when My Life in Ruins won two of the major demographics and was competitive in the others.

It averaged 5.0% – 6.9% and topped the 18-39 and 25-54 demos off the back of The X Factor Australia’s 5.9% – 6.9%.

TV2’s Ground Floor (7.3% – 10.3%) won its half-hour but stablemate Cougar Town (4.7% – 6.5%) struggled opposite TV One’s Fair Go and the second half of X Factor, winning only the 18-49 demo outright.

Since losing the hour-long winter season episodes of Shortland Street as its lead-in, when the premiere averaged 12.2% – 13.8%, Cougar Town has continued to shed viewers.

Lead-out Wentworth reversed the slide, with 6.6% – 9.6% of the key demos to dominate the 8.30 hour opposite TV3’s movie and TV One’s unusually low-rating Criminal Minds (3.0% – 5.7%).

But the second half of Ruins was too strong for Grey’s Anatomy (3.6% – 7.3%) in all the key demos except household shoppers with kids and was well ahead of TV One’s Castle (1.6% – 4.9%).

TV2 ended Grey’s run with a double episode, the second of which averaged 1.9% – 5.2%.

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

• A18-49: TV One, 5.0 rating/18.4 share; TV2, 7.2 rating/26.2 share; TV3, 5.6 rating/20.5 share
• A18-39: TV One, 3.9 rating/15.2 share; TV2, 6.6 rating/25.8 share; TV3, 5.8 rating/22.4 share
• A25-54: TV One, 6.7 rating/21.2 share; TV2, 7.5 rating/23.7 share; TV3, 6.6 rating/20.8 share
• HHS/k: TV One, 6.6 rating/20.5 share; TV2, 10.0 rating/30.8 share; TV3, 6.7 rating/20.6 share.