The lack of Lindsay Lohan, Jim Davidson or any real celebs on the Celebrity Big Brother line up hit the ratings last night, as the show lost nearly half its audience in one day.
Thursday night's CBB launch did well, with over 4 million viewers tuning in to the marathon two hour launch show.
But as the celebs were revealed, and viewers became disappointed with that apparently classes for a celebrity nowadays, the numbers dropped.
Granted, the show is never going to have big A list celebs, but when an unknown Page 3 model makes it in even the term scraping the barrel doesn't describe the situation accurately enough.
The ratings for last night's show proved that viewers haven't been too taken with the stars, with ratings falling to less than 2 million.
It was a huge 47% reduction in the audience in just 24 hours.
A special live episode, which also proved a disappointment, was watched by even fewer viewers between 10PM and 10:30PM yesterday evening.
Spin off show Bit On The Side suffered the same fate, falling from one of its best ever ratings on Thursday night to just 500,000 viewers yesterday.
Fortunately bosses may be saved, with claims today that Jim Davidson will enter Celebrity Big Brother anyway.
Let's hope so as it's only Day 2 of 21 and we worry what the ratings could be like by the end of the run...