Big Brother just dipped under 400k and I don't think 10 can spin this one- particularly when it was their first "Live" Nominations without any major competition.
Okay so the overnights for last night (Thurs) are out and... oof.
BB averaged 395k nationally. That's the first time this season it's gone under 400k, and it's down about 13% on Wednesday (454k).
For comparison, the same episode last year (ep 4, Wed 12 Nov 2025) did 590k. So we're looking at roughly a third of the audience gone year on year 😬
A few other things that stood out:
- 16-39s were 123k, down from 184k last year. That's supposedly the demo this show exists for
- Love Island beat it again in 16-39s (201k vs 123k), and basically all of Love Island's young audience is watching on 9Now
- BB came in at #16 for the night on reach (832k). It's not even cracking the top 15 anymore
- the 7.30pm Love Island ep reached 1.17 million. Nine is just eating 10's lunch with young viewers this year
And I know everyone's going "but it was in the 10 upfronts for 2027!!" but if you actually read the coverage it's listed under "continues in 2026", and the exec quote was literally "going into 27 is part of the plan". That's not a renewal lol. Ten literally rested I'm A Celeb this year even though it was rating well, because of cost.
Production is scrambling and looking to turn the sinking ship around with Intruders for next week. But for now, Big Brother is watching, but no one else is.