The Shire loses 200,000 viewers in second episode

Ten’s ‘dramality’ series The Shire has lost just under 200,000 viewers in its second episode.

The much talked about show, airing at 8.16pm until 8.52pm, averaged with 754,000 – down from 941,000 last week – which would rank it 15th for the night.

The show’s OzTam ratings are 1.062m, but that includes some of the MasterChef audience, which ran before it for an hour an a quarter from 7pm.

The show placed sixth overall across total individuals, but did better in the key advertising demographics of 16-39, 18-49 and 25-54 where it placed third.

Nine’s The Voice did worse, rating with 484,000 in a two-hour slot from 7pm. The show was down from 529,000 viewers and continues to slide.

MasterChef won across all key advertising demos, beating out Seven’s Revenge. With figures adjusted for The Shire’s correct viewing time, MasterChef also eclipsed Seven’s Revenge with ratings of 1.58m compared to 1.56m.

But Seven still won the night with 25.1%, ahead of Ten which claimed 18%. The ABC beat Nine, which ranked fourth.

Elsewhere the pilot episode US sitcom Up All Night, picked up by Seven, aired at 9.30pm and took 888,000 to place 13th.

However the show did considerably better in key advertising demos, placing fourth behind The Shire across the three spots; 16-39, 18-49 and 25-54.

Monday’s top 15 shows:

1. Revenge Seven 1.553m
2. Masterchef Ten 1.549m
3. Seven News Seven 1.291m
4. Nine News Nine 1.282m
5. Today Tonight Seven 1.237m
6. The Shire Ten 1.062*m
7. The Amazing Race Seven 1.014m
8. ABC News ABC 1.007m
9. Home and Away Seven 1.003m
10. Australian Story ABC 0.938m
11. Four Corners ABC 0.910m
12. A Current Affair Nine 0.898m
13. Up All Night Seven 0.888m
14. Media Watch ABC 0.837m
15. Ten News Ten 0.754m

*The Shire actual broadcast time audience = 754,000

Monday’s channel share:

Seven: 25.1%
Ten: 18.0%
ABC1: 16.3%
Nine: 13.2%
7TWO: 4.1%
GO!: 3.5%
SBS1: 3.3%
ABC2: 3.0%
Gem: 2.8%
7mate: 2.7%
Eleven: 2.7%
One: 2.6%
ABC3: 1.1%
ABC News 24: 1.0%
SBS2: 0.6%


  1. Simon
    24 Jul 12
    10:11 am

  2. The Shire was SO last week. Good on Australia for taking a stand against ocular violence.

  3. Robert
    24 Jul 12
    10:44 am

  4. If you are going to take viewers from The Shire (rightly so) you need to put it on Masterchef then, which means the program averaged 1.57 million and actually beat Revenge.

  5. Robin Hicks
    24 Jul 12
    10:45 am

  6. Hi Robert,

    Point noted, and thanks for spotting. I’ve now amended the copy with the correct audience figures.

    Robin – Mumbrella

  7. Scott Taylor
    24 Jul 12
    10:54 am

  8. I hear a weekly series that lets loose a pack of poo throwing monkeys on a random train at peak hour is in the works.

    Guaranteed social media storm. Good early ratings from rubberneckers, but spectacularly unwatchable in the long term.

    Seems like the only logical progression.

  9. Jezz
    24 Jul 12
    11:31 am

  10. The overrun on the Shire, meant that it ran right into the Revenge Finale. With that in mind the show performed very well. It also smashed the key demos out of the park.

  11. Monkey Poo Fan
    24 Jul 12
    11:54 am

  12. @scott taylor – I for one will be tuning in. Vive le poo.

  13. Paul
    24 Jul 12
    12:07 pm

  14. Did anyone else hear the programming director of channel 10 say that ‘The Shire’ is exactly what they wanted to produce, has very genuine and interesting characters and has been received in a way that will only make them continue to produce more of this rubbish? He seemed genuinely proud of the programme.

    I saw a dog pooping on a lawn not long ago. The owner of the dog said (and I para-phrase), ‘that is exactly what my dog wanted to produce and it will continue to produce more of it’.

    Wish I’d filmed it, I could have sold the footage to Channel 10.

  15. Larry
    24 Jul 12
    12:25 pm

  16. I watched the Shite for the first time last night and it was nothing short of horrendous. As someone who enjoyed the Hills and Jersey Shore in small doses, the most disappointing thing was this could have been quite watchable if they had a couple of decent writers and producers. It was the most amateur production i had seen on metro or regional tv for a long time. The should grab the producer from Blokesworld to lift a few cogs.

  17. Dan
    24 Jul 12
    1:11 pm

  18. Nine at 13.2%! Bet they can’t wait for the Olympics.

  19. Mel
    24 Jul 12
    1:30 pm

  20. @Larry I completely disagree with you, I might not be the target for the show, but I really enjoy it. And say what you want about the show, but it’s very well made.

    I’m hooked on The Shire

  21. archie
    24 Jul 12
    1:35 pm

  22. it’s hard to know what’s worse, the casting or the writing

  23. Sullos
    24 Jul 12
    1:56 pm

  24. Is there a trend that more people are beginning to point the smelly finger at Ten and Shine – and not the local folk of the neighborhood in focus?

  25. Monkey Poo Fan
    24 Jul 12
    2:18 pm

  26. Guys, let’s stop squabbling and get back to developing the Monkey Poo concept. It has legs, albeit much shorter than it’s arms.

  27. Larry
    24 Jul 12
    2:43 pm

  28. @Mel
    When you say “very well made” do you mean that the actors are meant to look like they are using autocue, and then make a funny facial expression and pretend they really aren’t.

    C’mon Mel, its a big miss in many, many ways. I really wish it was watchable.

  29. Clare
    24 Jul 12
    2:45 pm

  30. I watched the Shire last night and thought it was a really good episode, even 760 isn’t too bad given it was largely against the revenge finale.

  31. Tim
    24 Jul 12
    6:02 pm

  32. The Shire makes me ashamed to be Australian.

  33. David
    24 Jul 12
    7:02 pm

  34. I love this show, all the petty and hateful people can get stuffed, because for me it’s made my Monday nights. Its bloody awesome.

  35. Teddy
    24 Jul 12
    8:09 pm

  36. I’m a fan of The Shire. Cracking ep last night.

  37. Larry
    25 Jul 12
    9:09 am

  38. Channel 10 have more employees than i thought……