HDTV Ratings: September 7

Underbelly NZ: Land of the Long Green Cloud last night sunk to its lowest ratings yet.

The fourth of six episodes was watched by only 5.5% of 25-54 year-olds, which was almost half of the 9.9% that tuned into its premiere three weeks earlier.

The trend was similar in other demographics but viewership across all the networks was lower than usual, so the results may reflect more on the volatility of the ratings than declining interest in the crime drama.

However, TV3 will be concerned Underbelly NZ didn’t capitalise on not having to compete with TV2’s The Walking Dead for the first time, especially when its replacement, The Sexy Ads Show, rated sharply lower than the zombie drama.

Meanwhile, the night’s other HD Kiwi drama, Nothing Trivial, improved slightly on last week’s performance, with a 25-54 rating of 9%.

Its HD lead-in, What Would You Do?, maintained the popularity of its premiere, with a 25-54 rating of 10.3% and a similar following of household shoppers with kids.

Wednesday’s HD ratings winners were (rating > channel share):

25-54: What Would You Do? 10.3% > 22.6%, Nothing Trivial 9% > 20.2%, Underbelly NZ 5.5% > 17.2%.

18-49: What Would You Do? 9.2% > 21.6%, Nothing Trivial 6.7% > 16.6%, Underbelly NZ 4.8% > 16.3%.

HHS: What Would You Do? 10.2% > 21.6%, Nothing Trivial 7.7% > 17%, Underbelly NZ 4.6% > 15.1%.

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