HDTV Ratings: February 24

David Boreanaz and Emily Deschanel in last night's Bones

Sometimes the key to successful free-to-air programming is keeping your nerve.

After a dismal start to her new-look Thursday line-up, TV3 programmer Kelly Martin last night was rewarded with her HD flagship making key ratings gains, which was reflected in TV2’s taking a hit in older demographics.

Bones, for instance, drew 8% of 18-49 year-olds (versus 6.7% the previous week), 9% of 52-54 (vs 8.2%), and 11.1% of household shoppers with kids (vs 8.3%).

Likewise, HD stablemate An Idiot Abroad: 6.8% of 18-49 (vs 5.8%) and 7.2% of 25-54 (vs 6.3%) – although it dropped sharply with HHS/kids (6.4% vs 8.3%).

While both shows were delivered bigger audiences by TV3’s Christchurch earthquake coverage, the difference between this and Nestle NZ’s Hottest Home Baker wasn’t that marked.

Moreover, TV2’s HD hit, No Ordinary Family, slipped dramatically with 18-49 (9.5% vs 11.2%) and 25-54 (9.8% vs 11.9%) but held steady with the demos that matter most to the network, 18-39 and HHS/kids.

The night’s other HD attraction, TV2’s Fringe, largely maintained its viewership opposite late-night earthquake coverage on TV One and TV3.