Love Island is enjoying its best start to a series so far, with viewing figures climbing to a series high on Sunday night.
An average of 1.4 million viewers tuned in to Sunday night's latest episode, 100,000 more than watched the launch last Monday.
Overall, an average audience of 1.3 million has been tuning in to ITV2 each night, well up on the 900,000 average of 2016's first week and close to triple the numbers series one had.
Big Brother on the other hand is falling behind its reality rival.
While the Channel 5 series beat Love Island on their head to head launch nights last week, since then numbers have dropped to an average of less than 1.1 million over the first seven episodes. As Love Island rises, Big Brother is down 200,000 on last year's equivalent first week average.
It's quite the turnaround for both shows, which were going head to head a decade ago under very different circumstances.
Love Island was then a celebrity series on the main ITV show where it was losing out to Big Brother on Channel 4 which was getting over 4 million viewers.
Big Brother and Love Island continue nightly on Channel 5 and ITV2 respectively.