ITV bosses are reportedly prepared to move The Nightly Show to a later timeslot if its ratings fail to stabilise.
The entertainment format is the broadcaster's attempt to replicate the success of late night talk shows in the US, such as James Corden's The Late Late Show.
But it has caused controversy among viewers, as ITV has shifted the News at Ten so The Nightly Show can air at 10.00pm.
It's thought that The Nightly Show's ratings benchmark is 1.8million viewers - the average audience achieved by the news last year.
However, only two of its four episodes so far have hit this target.
According to the Radio Times, ITV programming chief Kevin Lygo may now bump it to a later timeslot.
"If it continues to tank in the ratings then he will have no choice," a source told the publication.
ITV has ordered 40 episodes of The Nightly Show, airing weeknightly until mid-April, with a different guest host each week.
While it may swap places with the news, the network is unlikely to end its two-month run early.
The Radio Times adds that producers hope next week's presenter, John Bishop, will win back viewers current frontman David Walliams may have lost.
One insider described John as a "a very different kind of comedian".
The Nightly Show continues tonight at 10.00pm on ITV, with The Voice UK coaches appearing as guests.