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Million Dollar Drop’s emergency episode fails to pull back the ratings

million_dollar_dropNine’s last minute move of running a second episode of Million Dollar Drop on Thursday night failed to pay off, with the show attracting a four city audience (excluding Melbourne which carried CSI) of 493,000.

In what had been described as a crisis move, Nine replaced its scheduled episode of CSI with Million Dollar Drop in Sydney, Brisbane, Perth and Adelaide following the show rating poorly on Monday. Last week CSI rated a four city audience of 557,000 in the same timeslot, according to OzTam. The drop amounted to about an 11% fall on last week.

Million Dollar Drop, hosted by Eddie McGuire, made its debut on Monday with a metro audience of 933,000, third in its timeslot and 12th for the night.

Last night it was 12th in Sydney, 20th in Brisbane, sixth in Adelaide and ninth in Perth. In Melbourne, CSI was 16th with Ten’s AFL coverage dominating the night.

Seven’s Grey’s Anatomy won the 8.30pm timeslot nationally with an 867,000 audience.

In Sydney Million Dollar Drop beat Ten’s The Good Wife; in Brisbane, The Good Wife and Million Dollar Drop had an identical audience; in Adelaide and Perth Million Dollar Drop beat Ten’s AFL.

Nationally, the only programs to pull in more than 1m were Seven news, Seven’s Today Tonight and Nine News.

Million Dollar Drop, produced by Southern Star and based on an international format, is the latest hevaily promoted show from Nine to fail to fire in a troubled start to the 2011 ratings year.

Equally worrying for Nine, other stalwarts of its schedule also struggled. Travel show Getaway, at 8pm, rated 673,000.

Meanwhile 6PM With George Negus (319,000) – shortly to move to 6.30pm – was beaten by stablemate Neighbours (324,000) on Eleven. Nine’s digital channel Go had a good night, with three shows in the top five secondary channels.

More follows shortly

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