Campbell Live last night beat the TV One 7pm show - which has
just been rebranded Seven Sharp - overall audience for the
first time since Campbell Live began in 2005.
It is also the first time TV3 has beaten TV One in the 7pm
weekday slot since TV3 began in November 1989.
Seven Sharp took another hit in the ratings on Tuesday night
after a short recovery in Monday's show, according to
overnight ratings from Nielsen TAM.
The overnight ratings are significant, with Seven Sharp last
night providing the most accomplished performance so far.
Fewer people would have seen the signs of improvement on the
The audience for people aged over five years is an indicator
of the total audience, which is dominated by TV One . Last
night's ratings illustrate the danger that older Seven
Sharp's viewers - carried over by its predecessor, Close Up -
are migrating to Campbell Live.
The ratings figures from Nielsen TAM figures for Tuesday back
up indications it is not reaching the younger viewers it is
targeting with its focus on social media.
Campbell Live last night had 352,600 viewers compared to
296,700 for Seven Sharp.
It is the smallest audience for Seven Sharp since it began on
February 4. In the demographic for people aged 25-54 - the
target demographic for TV3 and TV One - Campbell Live had
127,600 viewers compared to 99,100 for Seven Sharp.
In the 18-39 age group Campbell Live had 55,500 compared to
40,800 for Seven Sharp according to the rating figures.
The TVNZ head of news and current affairs Ross Dagan, who was
the architect for the show, has said it is too early to judge
ratings for Seven Sharp.
In a statement posted on Throng.co.nz, TV3 director of news
and current affairs Mark Jennings said "once over lightly"was
not their style.
"For us, in-depth daily coverage of the stories and issues
that matter to Kiwis is central to the future of current
affairs. Viewers are clearly telling us this is what they
want; substance and not once over lightly."