No, HD2 and HD3 programming, on its own, is not driving receiver sales. The only successful HD subchannels are those feeding analog translators in some markets.
Without a significant number of receivers in consumers' hands, there is little to no incentive to do much more than automated jukebox formats on the HD subchannels.
Because of that, it is my opinion (shared by a lot of people in the business) that HD is not going to take off in the foreseeable future, and therefore those subchannels aren't going to be turning up in the ratings anytime soon.
In part I think this aborted take-off is also attributed to the legislated weakness of the HD side channels as well as technical obstacles:
* The HD2 and HD3 channels repeatedly and frequently go silent for seconds at a time, something that does not happen on the main HD1 or analog version of the dial position. I believe HD channels are only allowed to transmit at roughly 10% (?) of their main signal's authorized power. These stations thus have limited reach for distance and arguably unusable signals in their service area due to this intermittent interruption issue.
* Another technical obstacle inhibiting their popularity is the time delay for their signal to come in. With normal FM stations on analog or HD1 you tune to their frequency and immediately they are audible. With HD side channels there is typically a several second delay before they come in.