Bad news for ITV this week as its revealed that Dancing On Ice 2013 is now coming third in its time slot.
The show's latest skate off - which saw comics Keith Chegwin and Joe Pasquale go head to head - was watched by only 5.1 million viewers.
We've already covered the show's poor ratings this month, with the series getting its lowest ever figures on Sunday night in eight years.
Just 6.5 million tuned in almost half the amount the show had during its peak some years ago.
It's no surprise then to learn that the show could be ditched.
"There’s been a lot of chatter on set that there will not be a ninth series," a source told the Daily Mirror this week. "The powers that be are unimpressed with viewing figures, especially considering how much it costs to produce… they don’t know what to do.
"It will be a big decision for ITV, because 6m viewers viewers is not to be sniffed at in this day and age. But the Sunday-night slot is as primetime as it gets and they’d be expecting more people to tune in."