One in three viewers who tuned in to the first episode of Celebrity Big Brother has already switched off.
An average of 4.5 million people watched last night’s highlights show, compared with 7.2 million for Wednesday’s launch programme.
Just one day after the identity of the six celebrity housemates was revealed, viewers had already lost interest – with more tuning in to both ITV1 and BBC1.
The last half-hour of ITV1’s The Bill drew in an average of 6.7 million viewers, followed by 5.4 million for the conclusion of Wire In The Blood, starring Robson Green.
Meanwhile the new series of BBC1’s legal drama Judge John Deed drew in an average of 5.7 million, according to unofficial overnight figures.
Celebrity Big Brother did manage a fifth of the audience share, which is higher than average for Channel 4.
Meanwhile DJ-turned-actor Goldie, Ex-Take That star Mark Owen and TV presenters Anne Diamond, Melinda Messenger, Sue Perkins and Les Dennis were awaiting tonight’s visit to the diary room to make their first nominations for eviction.