Big Brother 2017 dropped to its lowest viewing figures yet over the weekend.
The latest two episodes on Saturday and Sunday night dropped below 700,000 viewers for the first time this series.
Saturday's episode was down 100,000 viewers on last week and Sunday's show 150,000 below last weekend's figure.
On ITV2, Love Island crushed Big Brother securing more than 3 times as many viewers with 2.1 million.
Even its spin-off series Aftersun beat Big Brother with a million viewers for the Caroline Flack fronted live show.
So far Big Brother 2017 has averaged fewer than 900,000 viewers based on overnight figures making it the least watched series to date and the first ever to dip below the 1 million mark.
This year's series has been widely criticised by fans pretty much since launch when a reality star heavy cast was revealed.
No fewer than three former Ex On The Beach 'stars' were housemates alongside many others who have already appeared in countless shows.
Since then, the show's core rules such as no outside contact seem to have been completely abandoned.
And perhaps in a bid to copy Love Island's success, showmances have dominated the nightly highlights shows.
During last night's episode, viewers begged editors to stop focusing on Sam and Ellis' budding 'romance'.
@BBUK_Zone on Twitter quipped: "'The Housemates in Rose cottage are sleeping' Believe it or not, that is more interesting to watch than Ellie and Sam are. #BBUK"
@SuperTV247 added: "I have had ENOUGH of Sam and Ellie #BBUK double eviction PLEASE"
Despite the low ratings, to their credit Channel 5 have stuck with the show and this year's series is set to last longer than last year's.
The final on Friday, July 28 will make the run 54 days long, the second shortest ever following 2016's 50 day series.
Big Brother continues nightly on Channel 5.