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.