There seems to be a groundswell of public desire to see Chris Evans and the new Top Gear fail.
Countless negative briefings almost ensured an anti-Evans wave on social media, particularly Twitter, for the first episode. But as Evans points out, overnight viewing figures have never been less relevant.
Media is consumed on catch up, on iplayer, via binge-watch weeks later. Much was made of the Beeb's Antiques Roadshow beating Top Gear in the overnight viewing figures. But, and respect to Antiques Roadshow viewers, you're looking at a very different demographic.
Brands need to take this on board and look to new ways of disseminating their messages. And I, for one, really enjoyed the second episode of Top Gear. Matt Le Blanc's deadpan style in particular.
Top Gear, the BBC show, presented by Chris Evans, has fallen below 3 million viewers for its second episode of the new series. It attracted just 2.8 million viewers on Sunday night, a 14 per cent share of the audience, losing more than a third, though peaked at 3.3 million (a 15.8 per cent share). Last week's first episode drew an overnight audience of 4.3 million viewers, but had many more on catch-up services and on the BBC’s iPlayer. Evans, who took over hosting duties from Jeremy Clarkson, had previously said that he would be “disappointed” if the show drew less than 5 million viewers. Antiques Roadshow, which airs on BBC One at the same time, had almost double the Top Gear audience with a peak of 4.7 million.