Sunday night saw Love Island hit a huge new high in the viewing figures, scoring its best numbers of all time.
2.1 million viewers tuned in to the latest episode, up 900,000 on the launch last month and 500,000 on last Sunday.
So far the series has averaged 1.5 million viewers which is up 600,000 on 2016's run and a million on 2015's first series. In an impressive feat, Love Island has in fact increased its audience every week since the end of the first week of the first series.
The increase in new format Love Island is in stark contrast to Big Brother which is currently airing its eighteenth summer series.
The current overnight series average for the show is just 900,000 viewers, the first time ever Big Brother has gone below a million making it the least watched run to date.
The latest consolidated catch up figures - which include those who watch within a week after an episode airs - don't improve things a whole lot with the run still the lowest rated ever.
The average over the first three weeks has been 1.3 million viewers, down 300,000 viewers on 2016's average.
By comparison, Love Island's current consolidated average is now at 2.3 million viewers.
The two shows are set to continue nightly with Love Island on ITV2 and Big Brother on Channel 5 until the end of July.