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The Shire down 160,000 viewers on last week

Ten’s ‘dramality’ show The Shire averaged just 375,000 total viewers on Wednesday night, according to preliminary metro ratings from OzTam.

The show, now into its second week against Nine’s Olympics, saw a drop of another 160,000 viewers on last week, when it averaged 537,000, across the five city metro market. This week it moved from a Monday to Wednesday slot.

It’s the second night in a row Ten’s reality series have taken a blow from the Olympics, with Tuesday night’s finale of Being Lara Bingle rating 387,000.

However, like Being Lara Bingle, The Shire has seen strong demand for online video which is not included in the OzTam, ratings. Ten reports the show is averaging  just over 300,000 weekly video views on theshiretv.com.au.

In TV viewing, The Shire’s 26th place among all people is one of the lowest a prime time commercial network show is likely to do this year. It was even beaten by 1,000 viewers by Seven’s Sunrise, which took 376,000.

In the key advertising demographics The Shire placed 15th in 16-39, 17th in 18-49 and 22nd in 25-54.

The show shed nearly half its viewers on MasterChef All Stars which ran before it and averaged 745,000.

Meanwhile, Nine’s Olympic coverage continued to dominate. It’s late evening session averaged 1.695m while the early evening session took 1.567m to claim top two spots for the night.

Gruen Sweat, the Olympic-themed version of Gruen Transfer on ABC1 placed eighth for the night and lifted its viewership by 1000 on last week to 794,000. In the key advertising demos, the show was seventh in 16-39, eighth in 18-49 and 10th in 25-54.

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