Nine is scrambling to update ads promoting weight loss show Excess Baggage, after the broadcaster took the decision to bump the program to digital channel GO! last night.
Nine has been heavily marketing the show with the slogan ‘The weight is over’ on buses and billboards all over Australia.
But the show has rated poorly since going head to head to The Biggest Loser on Ten in the 7pm timeslot.
Last night, Excess Baggage rated with 474,000 – well behind The Biggest Loser’s audience of 696,000.
A Nine spokesman told Mumbrella: “Marketing will start to come down this week. By next week suppliers will endeavour to remove as much collateral pointing to 7pm weeknights as possible.”
From Monday, Excess Baggage will air on digital channel GO! at 6.30pm.
The Big Bang Theory, reckoned to be Australia’s favourite show in a Roy Morgan survey last September, will air in its place in the 7pm slot on Nine.
Last year, Nine showed slightly more patience with Ben Elton show Live From Planet Earth, which was axed just after the ratings season had started on February 23.