The second live show of Celebrity Big Brother 2011 saw Channel 5 lose almost 2 million viewers over night. Last night's second episode, which saw a surprise nominations twist involving Kerry Katona, was watched by 3.2 million viewers, down on Thursday's launch of 5.1 million.
It comes after large amounts of negative press surrounding the show's line up, and last night's disappointing twist.
Many fans complained when 'Baywatch star Pamela' turned out to be David Hasselhoff's ex Pamela Bach, rather than the heavily rumoured Pamela Anderson.
And despite Channel 5 promoting the line up as the best yet, supposed Celebs Lucien Laviscount and Bobby Sabel left viewers running to Google.
One critic wrote in The Telegraph yesterday: "Rumours of famous names had been rife in the build-up, often disseminated by [Richmond] Desmond's own tabloids[The Daily Star and Star on Sunday]
"None came to fruition. The barrel-scraping cast of ten contestants had a definite whiff of last minute pull-outs and parachuted-in reserves.
"The majority are notable only for who they married or for taking part in other reality shows."
Big Brother's Bit On the Side, fronted by Emma Willis, suffered similar declines, shedding almost two thirds of its 1.8 million opening audience as it fell to 676,000 viewers from 11PM on Channel 5 last night.
The next episodes will air on Channel 5's digital channel 5* instead.
Meanwhile channel 5's The Bachelor launched to just over 1.3 million viewers at 10PM, following Big Brother.
Celebrity Big Brother continues tonight.