'Show Me the Money 12' Hits Record Low Ratings Despite High Viewer Engagement Among Youth

Mnet's 'Show Me the Money 12' continues to showcase a diverse array of talented rappers. However, the latest episode recorded a low rating of 0.5%.

The third episode, aired on Thursday, September 29, featured the ongoing intense '60-second rap mission.' Despite the low overall rating, the show ranked first in viewership among teens and young adults in its time slot, including terrestrial channels, according to AGB Nielsen's metropolitan area paid platform data. This demonstrates the show's strong appeal among the 10s and 20s demographic. Additionally, it topped the Good Data Corporation's FUNdex TV category for two consecutive weeks, with exhilarating 'ALL PASS' performances adding to the excitement.

The 60-second rap mission saw fierce competition among newcomers, established names, and global rappers. Notably, newcomers who achieved 'ALL PASS' drew significant attention. Millimax, who gained fame with the 'Zombie' challenge on social media, fresh face Young Blessy, and female rookie rapper Chio Chicano all received 'ALL PASS.' Hot newcomer rapper Royal 44 captivated with addictive skills and trendy rap, earning three passes.

Seasoned rappers also delivered solid performances, earning 'ALL PASS.' Kim Ki-pyo showcased 100% confidence, while Cha Boom impressed with his narrative-driven performance. Flicky Bang received praise for his flawless stage presence. BLASTA, known as Jeong Sang-soo, delivered a stable old-school rap, earning 'ALL PASS' and applause from producers. However, Yoon Hway, Twelve, and Lee Rohan had to return their necklaces after less impressive performances.

With participants from around the world, the show also offered the thrill of global stars and multicultural beats. Hong Kong hip-hop legend JB, skilled rapper Flowsik, 'New York filial son' Double Down, and energetic Japanese rapper NillNico survived the fiery challenge. Japanese artist Red Eye, the youngest to perform solo at Budokan, survived with one pass.

The highlight of the episode was the performances by Millie and Kim Ha-on, considered strong contenders for the win. Millie, the first Thai solo artist to perform at Coachella, impressed with a trilingual rap in English, Thai, and Korean, earning 'ALL PASS.' Producers praised her, saying, "Thank you for being here," and "It was amazing." Kim Ha-on, winner of 'High School Rapper 2,' overcame early stage jitters to deliver a finely crafted rap and flow, securing 'ALL PASS' and affirming his reputation.

A total of 73 contestants survived the fiery challenge. Producers noted, "'Show Me the Money' is in its 12th season, and hip-hop continues to evolve. The standard has changed as the level of rappers has risen." Loco commented, "This is undoubtedly the most diverse season," while Jay Park expressed excitement about the new energy and fresh faces.

The episode concluded with the introduction of the new 'Hell's Song Camp,' heightening tension. The first round features a 1:1 class mission, pitting high-level rappers against low-level ones. In the parallel universe structure of TVING's 'World of Yaksha,' the show teases the return of eliminated rappers Microdot, Kitz Yoji, Demi Noise, and YLN Foreign, along with a new contestant, adding to the anticipation.

Lee So-jung, TenAsia Reporter forusojung@tenasia.co.kr