Will Seven drop the baby? Yummy Mummies ratings plummet

Daisy Doctor
By Daisy Doctor | 19 July 2017
Yummy Mummies, image from Seven

Seven's Yummy Mummies show pulled in an average metro audience of 289,000 for its fourth episode last night, down 41% from its debut of 755,000 viewers, meaning Ten knocked Seven off second place for daily share.

Yummy Mummies was touted to be a ratings hit during Seven's upfronts last year, with snippets of the show receiving positive feedback on the night.

However, ratings for the show have plummeted since its launch. Seven aired both the first and second episode back-to-back yet lost almost half the viewers immediately as only 428,000 people continued watching the follow-up episode.

The low ratings could be due in part to the huge success of Nine's Ninja Warrior which has dominated the small screen since its launch on 9 July, meaning other shows have struggled for eyeballs.

Last week, Seven decided to reschedule the launch of new show Little Big Shots, which was due to debut on Sunday 16 July. A new launch date has not been set.

Seven is yet to confirm if the 8.30pm Tuesday night Yummy Mummies show will be moved as a result of poor ratings. The network has been approached for comment.

Earlier this year, Ten's reboot of the Biggest Loser was withdrawn from its Sunday prime time position following a spate of low ratings and was rescheduled to Monday and Tuesday nights. The network eventually moved the show to lunchtime viewing until its finale.

The Biggest Loser, which had ratings in the low 300,000s, and occasionally in the mid-200,000s, failed to attract enough eyeballs to warrant a prime time slot and has been a sore spot for the network ever since.

Nine's Last Resort was also moved due to poor ratings, as the show debuted on the 7.30pm Tuesday time slot in early May to 414,000, and was later moved to Wednesdays at 9pm.

Nine's Ninja Warrior continues to dominate ratings, with its Tuesday episode pulling in an average metro audience of 1.57 million. It had a national audience of 2.2 million and also won all three key demographics.

The show has continued to lead the top 20 programs since its launch, with its first two episodes raking in 2.33 million and 2.27 million national viewers respectively.

Ten's MasterChef had an average metro audience of 828,000 and came in second in all three key demos.

The Project just made the top 20 programs, with an average metro audience of 360,000.

Nine smashed daily share, with 28.8% of the audience. Ten had 14.1% of share, while Seven had 13.3%.

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