The audience for Davina McCall's new midweek chat show on BBC One has fallen to a new low of 2.5 million.
Davina sees McCall chat to celebrity guests
The prime time programme on Wednesday attracted 10.5% of the viewing public, according to overnight figures.
It was beaten by The Bill on ITV1 which drew 6.6 million, while Relocation, Relocation on Channel 4 got 3.7m.
A BBC spokeswoman said McCall and her show - which featured guests Eamonn Holmes, model Jordan and Girls Aloud - continued to have its full support.
Davina began with 3.5 million viewers three weeks ago, but fell to 2.7 million for its second outing.
It bounced back last week to 3 million, before dropping again for the fourth show in scheduled eight-part run.
Next week Davina will be shown at the earlier time of 1900 GMT to make way for live FA Cup football, and will not appear the following week for the same reason.
The spokeswoman said the schedule changes were always planned, and Davina would be back at 2000 for the rest of the run.