Celebrity Big Brother 2018 kicked off yesterday with the lowest numbers ever for a January run.
The latest winter series - and 21st overall - started with an average audience of 2.1 million viewers, peaking with 2.5 million viewers.
Celebrity Big Brother faced some tough competition in the 9PM hour with 4.8 million watching the second episode of McMafia on BBC One.
However but Channel 5 did get close to beating ITV which had just 2.2 million for its show The Greatest TV Moments of All Time, running between 8PM and 10PM.
The numbers for CBB are down 200,000 on last year's January launch however were up 300,000 on the latest summer run.
Of course, with Celebrity Big Brother it's always a case of what happens to viewing figures throughout the series. The show will now continue to air nightly at 9PM on Channel 5 for the next month.
The show began last night with a new twist as only women entered the house. Men will join on Friday night in a second live show.
Celebrity Big Brother launch viewing figures
2018 Winter: 2.1 million
2017 Summer: 1.8 million
2017 Winter: 2.3 million
2016 Summer: 2.4 million
2016 Winter: 2.8 million
2015 Summer: 2.2 million
2015 Winter: 3.3 million
2014 Summer: 2.4 million
2014 Winter: 3.4 million
2013 Summer: 2.8 million
2013 Winter: 3.6 million
Elsewhere in yesterday evening's TV ratings, EastEnders came out on top over Emmerdale in the soaps with 6 million viewers to 5.7 million.
Both were well down on the equivalent day year-on-year, where 7.4 million and 6.6 million had tuned in respectively.
Celebrity Big Brother 2018 continues nightly on Channel 5 for the next month.