HD Ratings: Taranaki Hard Trumps The Apprentice UK

Three’s premiere of Taranaki Hard either topped or tied with TVNZ 1’s launch of The Apprentice UK in most of the key commercial demographics.

In the 25-54 and 18-49 demos, which both networks covet the most, the series about growing up in small-town Taranaki easily beat the return of the reality format that TVNZ is making its own version of for 2021.

Taranaki Hard averaged 3.1% of 25-54s and 2.4% of 18-49s vs 2.0% and 1.6% for the Lord Alan Sugar take on the Donald Trump hit.

Each averaged 1.1% of 18-39s but trailed TVNZ 2’s Big Birthers (1.4%). And while Big Birthers drew twice-as-many household shoppers with kids, Taranaki Hard still led The Apprentice (3.0% vs 2.6%).

Only in the 5+ stakes, which skews older, did The Apprentice have a clear lead over Taranaki Hard: 3.0% vs 2.1%.

Taranaki Hard, which continues tonight at 8.40, also earned the thumbs-up from critics who had grown up in similar communities.

The Spinoff thought it “consistently compelling, emotional and heartfelt” while Stuff called it “a refreshingly honest, and quite endearing insight, into what it’s like to navigate the triumphs and troubles of life within the confines of a small town”.

Otherwise, last Monday was a night of mixed fortunes for the networks.

At 7.30, The Block Australia dominated in the 18-49 and 18-39 demos while Fair Go and Motorobike Cops held firm in the 25-54 and HHS/k demos.

TVNZ 2’s Dog Almighty was competitive in the HHS/k race and finished second with 18-39s but was third place-getter in the other core demos.

And at 9.30 viewers were evenly spread over 20/20, Filthy House Swap and Magnum PI in all the key commercial demos except HHS/k, which FHS cleaned up.

TVNZ 1’s dominance of the evening news and newsmag slots helped it to win the night in all the major demos.