The Apprentice 2013 burst onto our screens last night, but just 6 million viewers tuned in.
It was the first episode of the ninth series, with 16 brand new candidates being introduced and making their names known, generally for all the wrong reasons.
It's well down on the peaks of close to 10 million that the Beeb show got some years ago, but Lord Sugar isn't too worried.
The Apprentice boss pre-empted the poor viewing figures, and suggested that it was because more were now watching online.
He said this week: "When apprentice started there was no iPlayer or catch up TV. Now massive change in viewing habits approx 33% watch it on iPlayer after."
He added: "Point is: TV ratings the industry should now express them as a total, live+ iPlayer+ DVR (sky+ virgin etc) .all data easily available"
And Lord Sugar certainly has a point, it does seem strange that with such a variety of catch up services now on offer that we're still using rather old technology to measure viewers.
The official ratings, which will be released in a couple of weeks time, will include those who catch up on the likes of Sky+, but still won't count viewers who use online services such as iPlayer or Lord Sugar's own YouView.
The Apprentice continues tonight on BBC One.