Fans ditch Zumbo sugar hit, fall for The Bachelor

Lindsay Bennett
By Lindsay Bennett | 25 August 2016
Last night Alex made another move on Richie

The competition for Australia’s eyeballs is in full swing, with Ten’s The Bachelor beating out Seven’s Zumbo’s Just Desserts in the 7:30pm slot last night.

The Bachelor saw a 2% increase in audience since last week’s Wednesday night episode, with 853,000 fans tuning in to see Richie send home the remaining brunettes.

The hit reality show topped Zumbo’s Just Desserts in the entertainment category. The sugary show's audience continues to fall, now at 734,000, down from its debut of 1.08 million metro viewers.

ABC's Gruen, which begins at 8:30pm, was the most watched entertainment program of the night, hitting an audience high of 927,000.

On the show, Leo Burnett chairman Todd Sampson referred to Zumbo's Just Desserts as a "dental snuff film", while wearing his usual ironic T-shirt.

The panel, including Sampson, host Wil Anderson, Ten GM Russel Howcroft, Octagon creative director Lizi Hamer and advertising commentator Carolyn Miller, discussed superannuation advertising, how brands make up words like ‘insurancey’ and a particularly peculiar Fitness First ad.

Agencies Welbourn O'Brien and Bondi Advertising were tasked with creating campaigns to bring civility back to the internet for popular segment The Pitch. Welbourn O'Brien took home the trophy for its serious take on the issue.

Welbourn O'Brien:

Bondi Advertising:

On Twitter, The Bachelor continues to dominate chatter, and the Twitterati were quick to call out another “subtle” product placement on the show, when Extra Gum appeared on the screen.

extra gum tweets bachie

The Bachelor also took the rose in the key demographics of 16-39, 18-49 and 25-54, followed by Ten drama Offspring, which attracted an audience of 668,000.

AdNews ran its own poll to see what our Twitter followers were watching last night, with a 48% majority saying they watched Gruen. Just over a third (36%) said they were watching The Bachelor and 16% tuned in to Zumbo.

adnews poll 25/8Overall, Nine took out the night with an audience share of 28.4%, closely behind Seven had a 26.5% share - Ten with 21.5% and ABC with 17.4%.

Data supplied by OzTAM.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus