More than three-quarters of viewers who watched Big Brother 3 last year said they were watching Big Brother 4 less. Only 17% admitted to watching it more than last year and just 4% are new viewers to Big Brother. Of the total 1050 people surveyed, 70% are not watching the programme at all.
The survey backs up flagging viewing figures for the show, which has so far failed to deliver the year-on-year ratings growth of Big Brother 2 and 3. 'Boring' housemates and a lack of alcohol due to contestants failing tasks have been blamed.
However, all might not be lost. C4 hopes to boost ratings by sending housemate Cameron to South Africa in a swap with an African contestant for a week.
BIG BROTHER
Have you been watching any of the Big Brother television programmes?
Yes 30%
No 70%
Do you think you are watching this year's Big Brother more or less than
last year? (Of those who have been watching Big Brother this year)
More 17%
Less 79%
Didn't watch last year 4%
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