While the viewing figures for this fourteenth series haven't exactly been anything to scream about, they're winning when it comes to competition from its main rival, and the former home of the show.
Channel Four ditched Big Brother in 2011, citing a "creative renewal" in its programming.
But that creativity has so far seemed rather lacking, as while a documentary about a bloke's ten stone testicles proved popular, the channel has struggled to attract viewers most nights.
On Thursday, Channel 5 was ahead of Channel Four for the whole evening, with only one of Four's programmes breaking the million viewer barrier all day.
It left Channel 5 a full 1 percentage point ahead in the shares, boosted by the 500,000 viewers watching Bit On The Side from 11PM.
The highlights shows have so far hovered around 1.3 million mark, putting this year's series on par with last year's figures, while the Celebrity versions of the show in January and August usually perform even better.
Channel 5 has the rights to the show until 2014, and we can't help but if at least some nights, Channel Four regrets letting go...