Nine continues Olympic run, The Shire loses another 200,000 viewers

Emily Seebohm misses out on gold in backstroke

Nine continued its strong run with the Olympics in Monday night’s ratings, while Ten’s The Shire shed another 200,000 viewers.

Nine claimed the top two spots, followed by Nine News in third and A Current Affair in fifth place.

London Live: D3 Early Evening, which ran from 6.50pm to 8.30pm, took 1.819m with a peak audience of 2.395m. The Evening session took 1.513m and a peak of 2.02m.

The Games also won across all three key advertising demographics.

Nine News took 1.484m before Seven News disrupted Nine’s run with 1.256m, followed by A Current Affair on 1.135m.

Elsewhere, The Shire shed another 200,000 viewers in its third outing, the week after losing 200,000 viewers in its second episode.

The series, which premiered with 941,000, and last week took 754,000, last night took 537,000 across the five city metro market, according to preliminary ratings from OzTam.

The ‘dramality’ placed 22nd of the night but jumped to sixth in the 16-39 advertising demo, where MasterChef Australia All Stars was in third behind the prime time Olympics.

In 18-49 MasterChef placed fourth behind the Olympics and Nine News while The Shire placed 10th.

More to follow


  1. lars ulrich
    31 Jul 12
    11:22 am

  2. nine’s olympics coverage is horrible.

    if i had’ve known how bad it was going to be, i would’ve got foxtel. why are breakfast personalities with no sporting pedigree are on screen more than the athletes.

  3. TV Addict
    31 Jul 12
    11:28 am

  4. Is anyone surprised here?

  5. Macca
    31 Jul 12
    11:47 am

  6. Clap clap Australia…you’re finally catching on. If you hate that ridiculous excuse for a TV show, DON’T WATCH IT! I live in Cronulla and constantly hear groups of people chatting about how disgusted they are in ‘The Shire’ yet they watch from start to finish. I call them “Sub-Fans”…as in subconscious fans. Channel 10 are basically saying “The Aussie public are so stupid, they will love and watch this rubbish without even realizing” …and they’re spot on. Hopefully ratings continue to drop. I wish the olympics ran for a year.

  7. Mel
    31 Jul 12
    12:16 pm

  8. The Shire performed remarkably well given it was against the swimming. Punched well above it’s weight in the demos – and had the smallest proportional drop of just about any show last night.

  9. Laurence
    31 Jul 12
    12:21 pm

  10. I watched The Shire for the first time last night and loved it. I think TEN would be happy with the performance given the ratings…. Once Upon A Time, has dropped far more than the Shire has since it’s launch and MC has halved since last week.

  11. really?
    31 Jul 12
    1:20 pm

  12. So Mel are you with 10 Sales or 10 Publicity?

  13. philup
    31 Jul 12
    1:20 pm

  14. I actually Nine would be disappointed with the Olympics… They are drastically down and skewing much older. The Shire on the other hand was 6 for the night in key demos.

  15. Annalise
    31 Jul 12
    1:21 pm

  16. I’m so glad I have foxtel so I don’t have to watch nines coverage of the Olympics.

  17. Jason
    31 Jul 12
    1:36 pm

  18. ^^^^^^^^ Look, up there. Two more Ten employees drew the short straw and had to work the Astroturf shift again.

  19. RatsRepus
    31 Jul 12
    1:41 pm

  20. FOXTEL 9 Channels showing different sports and they stick a little flag top right hand corner when an aussie is a medal event. Telling to go to a certain channel if you want to see the event. Get it now.

    Channel 9 have to show the same coverage on GEM in HD as part of the HD licence requirement.

    They are burdened with having to show as much of the games as possible. They can’t do that. So they try please all the people instead of picking three things and concentrating them regardless of the other sports. Channel 9 should have bought rights for Swimming Track and Field and maybe rowing. Sold the rest to Foxtel witha rider that they leave the rest alone. Instead they have the country in uproar because you just cant please all the people all the time. Ask Mick Jagger.

  21. lem
    31 Jul 12
    1:43 pm

  22. Even with having to put up with Ray Hadley and Rebecca Wilson commentating on the swimming, Foxtel’s coverage is so much better than Nine’s.

  23. John
    31 Jul 12
    2:08 pm

  24. Jason you’re a little bit ignorant to think this column doesn’t have company comments. Its ONLY industry people on this.

    FYI I don’t work at 10, or 9 or Fox or 7 or MMM…………or Mumbrella….

  25. no-one important
    31 Jul 12
    2:14 pm

  26. With so much crap passing itself off as TV ‘entertainment’ I have never read so many books in my life.

  27. Dorothy
    31 Jul 12
    2:21 pm

  28. Seriously regretting not getting Foxtel. How fast can they install? Nine’s coverage is appalling.

  29. nick williams
    31 Jul 12
    2:26 pm

  30. Lem, was that Rebecca Wilson? I thought it was Kath and Kim doing guest commentary

  31. Ben
    31 Jul 12
    2:46 pm

  32. So looks like today’s game is Spot the Channel 10 and Foxtel employees?

  33. JDB
    31 Jul 12
    3:34 pm

  34. Just wishing I could actually watch the Olympics.
    Should have gotten Foxtel!

  35. Confused
    31 Jul 12
    3:40 pm

  36. I’m not sure what’s worse. The Shire or the performance of our swimmers this Olympics. And I’m not talking about their actual ‘swimming’.

  37. TV Buyer
    31 Jul 12
    4:17 pm

  38. @Laurence – you can’t compare MasterChef All Stars that is on now with their flagship series.

  39. Jo
    31 Jul 12
    4:37 pm

  40. It saddens me that I have to watch online streams for my obscure sporting fix. Anyone catch men’s 10 metre air rifle last night. Amazing! There is only so much swimming, repeats of swimming, Kerry Packer’s War and Underbelly previews I can watch.

  41. Annoyed Viewer
    31 Jul 12
    4:47 pm

  42. @Rats Repus

    Great idea.

    By buying the rights to certain events, advertisers could pinpoint certain channels.

    SBS, could have bid purely for the cycling. They could have tried for the football (but Foxtel might have wanted that.)

    9 could have gone for the “Aussie, Aussie, Aussie” sports – hockey, netball, swimming etc…

    Filtered it out for the people and advertisers could choose better targeted (to a degree…)

    Next time perhaps?

  43. Corey
    31 Jul 12
    5:07 pm

  44. I am obsessed by The Shire, love love it!

  45. justin
    31 Jul 12
    6:29 pm

  46. hadley, wilson amd worland??? (who the hell is worland????) could foxtel have employed three more ignorant idiots???

  47. Mike
    1 Aug 12
    5:52 am

  48. Should have watched The Olympics on Foxtel and The Shire on Channel 10.

    Do I win a prize guys ? What about if I post this on Twitter ?

  49. sean
    1 Aug 12
    7:51 am

  50. I guess the people who dont like the Shire maybe feeling a little to close to reality or close to home at least people are real or do they remind yourself of you.