Seven Shunts Yummy Mummies to 9.30pm After Dismal Ratings

Seven Shunts Yummy Mummies to 9.30pm After Dismal Ratings

Seven’s patience with its controversial reality TV series Yummy Mummies appears to have come to an end, shunting the underperforming show from primetime to the 9.30pm slot.

It’s not clear if the struggling program about rich mums-to-be simply failed to find an audience or got slaughtered by Nine’s Ninja Warrior juggernaut.

B&T has sought comment from Channel Seven.

Since debuting two-and-a-half weeks ago, Yummy Mummies has lot over 40 per cent of its audience, drawing an average metro audience of just 289,000 according to OzTam audience numbers.

The show has been widely panned in the media since it launched with one reviewer describing it as the “worst new show on Australian TV” and “a triumph of fabricated, contrived, vapid, vacuous, pointless tripe. It’s beyond ‘so bad it’s good’. It’s just plain bad.”

Arguably the biggest problem forYummy Mummies was its audience was always going to be young females. And if Ninja has taught network bosses anything, a show that attracts families and men means double your audience numbers. Even Ten’s The Bachelor is deliberately targeted so families can watch too.

Yummy Mummies failure to resonate with audiences is another blow for Seven who’ve struggled to find a hit in recent times. It also suffered the indignation of having to postpone its new kid’s talent show Little Big Shots (due to air on Sunday evenings) for fear it would be mauled by Nine’s all-conquering Ninja Warrior.




Please login with linkedin to comment

Advertising Standards Bureau Fast Ed Yummy Mummies

Latest News

Cosmo Returns To Australia!
  • Media

Cosmo Returns To Australia!

Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]