Did 755,000 metro viewers really watch Seven’s Yummy Mummies premiere?
The answer requires a bit more work than just a quick glance at OzTAM’s rankings, which includes preliminary numbers and is subject to factors such as coding and overruns.
The OzTAM number is based on the show’s scheduled playout as a 9pm Sunday start. A second number of 428,000 applies for “episode 2” which was scheduled at 9:45pm -that’s despite EPGs and previews indicating one 90 minute episode.
In reality the show didn’t start until 9:16pm. The 755,000 preliminary figure applies to what screened on Sunday between 9pm and 9:45pm, including the final 16 minutes of the House Rules grand final.
Based on that time the show actually aired from (9:16pm to 10:41pm) averaged closer to 455,000, still not disastrous given its late start.
Or to be generous its two codings will be adjusted to around 493,000 / 415,000.
Minute by minute figures reflect the caning show got on social media.
At 9:15pm there were 1.115m viewers as the House Rules credits rolled. Five minutes later it had plummeted to 585,000 viewers. By 9:31pm there were 420,000 left, 229,000 of them who stayed until the end.
Adjusted figures aren’t normally available until after headlines have gone out so with a bit of creativity, networks can assist the story with their best foot forward.