HDTV Ratings: July 8-10

TV2’s new-look HD line-up at the weekend didn’t trigger killer ratings.

The biggest change was Friday’s double-billing of The Vampire Diaries and newcomer Nikita, which bombed opposite TV3’s The Graham Norton Show and 7 Days.

Across the key demographics, Graham Norton pulled more than double Diaries’ viewership while Nikita struggled similarly against 7 Days. (The race was much tighter in previous weeks, when TV2 aired a succession of action movies.)

Although Nikita’s ratings climbed opposite The Jono Project, the resurgence wasn’t enough to restore Supernatural’s popularity at 10.30.

It was down a couple of ratings points in the 25-54 and 18-49 demos, and off nearly three points among household shoppers with kids.

The 11.30 series final of Smallville also rated lower than the penultimate episode among HHS/kids (5.8%) and 18-39 year-olds (4.2%) — but was up in the 18-49 (5.7%) and 25-54 (5.9%) demos.

TV2’s rescheduling of The Middle to 8pm Sunday hindered its popularity, too.

Given exceptionally strong ratings for the first season, season two should have been an ideal 7.30pm anchor.

But after too many weeks of relatively middling ratings, TV2 swapped over The Middle and Mike & Molly – with mixed results.

While The Middle gained more 25-54 year-olds at 8pm, there was a modest to sharp decline in other demographics.

TV2’s target audience of 18-39 year-olds largely held up, with 12.9% tuning versus 13.7% for the previous 7.30pm telecast.

But the 18-49 rating dropped from 13.6% to 12% and the HHS/kids rating, from 16.8% to 12.6%.

Sunday’s other HD comedy, Modern Family, was only narrowly beaten by Two and a Half Men in the HHS/kids demo, and although the gap was much wider with 18-49 and 25-54 viewers, it still scored 6.4% of each.

TV One’s The Food Truck isn’t slowing down, being most watched by 25-54 year-olds (13.8%), and while Hyundai Country Calendar’s Saturday night ratings dropped sharply on the previous week, it still drew twice the audience of TV3’s ITM Fishing Show.

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