Between the date of the show's debut on 3 January and 9 January, the last date for which such data is available, Channel 4's share of commercial impacts among 16 to 34-year-olds is down 28% year on year. Broadcast directors at the leading media agencies were warned by Channel 4 to expect a drop in its January commercial impacts.
In 2007, Celerity Big Brother, which aired on Channel 4, registered record ratings after the publicity generated around the Shilpa Shetty race row.
After placing one of its most high-profile shows on E4, the digital channel's share of commercial impacts among adults has dropped by 14%. However, its share of impacts among 16 to 34-year-olds is up 10% - helping to partially offset the fall in share of youth impacts at core network Channel 4.
Darren Lucas, TV director at Initiative, said: "We were warned early on that Channel 4 was not running Celebrity Big Brother on its main channel, but we were hoping that the missing figures would be recouped on E4.
"Although Channel 4 said it would be putting on stuff to compensate, such as the food season, everyone knew it would suffer."
Another agency's head of broadcast added: "This new take on Celebrity Big Brother has lost the broad appeal the old version had. So yes, it has led to Channel 4 being able to deliver a younger audience to advertisers on E4. However, there is not enough volume to compensate for the loss of the broader adult appeal."
Meanwhile, ITV's move to shift the Sunday night edition of Coronation Street to Fridays - creating two separate half-hour episodes - has borne fruit.
On Friday, 11 January, the show attracted 9.6 million viewers, compared to the previous Sunday's show (6 January), which attracted 9.1 million.
However, the decision to air dramas nightly in a 9pm timeslot has delivered some mixed results, with ratings for Wednesday night show Honest dropping from 5.9 million to 4.2 million last week.
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