The first episode of new ITV1 stand up talent series Show Me The Funny pulled in just 2.75 million viewers last night - with a measly 10% audience share - easily beaten by BBC One with New Tricks managing a whopping 8.73 million in the 9PM hour.
The new show was watched by 2.64 million on ITV1 from 9PM and a further 110,000 on ITV1+1. The series was almost beaten by Channel 4 show Embarrassing Bodies, which managed 2.4 million at the same time with its gross tales.
The Celebrity Apprentice USA meanwhile appealed to 640,000 viewers on BBC One at 11:45PM last night
Overall BBC One came top in primetime with a 26% share to ITV1's 20%.