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