Big Brother has seen a dramatic drop in ratings nearly a week since its launch.
The show returned after a five-year hiatus and drew 2.5 million in its Sunday launch.
However, the show faced stiff competition in the 9pm prime time slot, playing alongside Married At First Sight.
The ratings dropped to 880,000 on Thursday, with MAFs beating them in the ratings war.
The E4 dating show, which follows strangers who meet for the first time on their wedding day, has become a hit for the broadcaster thanks to its explosive storylines.
Drama: Big Brother has seen a dramatic drop in ratings nearly a week since its launch
Competition: Although the show has generated a lot of buzz on social media, it has been beaten by ITV2 reality show Married At First Sight according to ratings figures
Despite losing out in the ratings war, ITV told MailOnline that the show which launched on Sunday came out on top as the joint top show of the night for ITV2.
They also stated that the series was the most watched digital program of the day on four television nights last week.
With the new series now well underway, Farida was the first housemate to face eviction on Friday night.
The 50-year-old makeup artist jumped up and down and threw her arms in the air as she shouted: ‘Yes!’ as she quickly exited.
Farida was in favor of the eviction against the manager of NHS Kerry, who was in tears as he waited in suspense for the news to be announced.
An excited Farida said: “I had the most amazing time.” Thank you all for making the effort to come tonight.’
However, Big Brother fans have also criticized the change to the way nominations are handled in the new reboot of the show.
Drop in numbers: While 2.5 million people tuned in to the hotly anticipated show last Sunday night, by Thursday’s episode only 880,000 had tuned in
Negative comments: Fans criticized the change to the way nominations are handled in the show’s new reboot as they complained that watching the nominations on the main show was ‘redundant’
Let down: Despite the success and excitement surrounding Sunday’s show, it seems the return of Big Brother hasn’t been the success producers had hoped for
Reaction: On X/Twitter, one user wrote: ‘Why did we find out who was nominated before we saw the nominations, we’re a bit foolishly hoping this is a one off #BigBrother’
Viewers were surprised to learn who had been nominated this week on spin-off show Late & Live, rather than the main show.
Presenters AJ Odudu and Will Best confirmed Kerry and Farida were nominated for Late & Live, with viewers saying it made the nominations to watch on the main show “redundant”.
On X/Twitter, one user wrote: ‘Why did we find out who was nominated before we saw the nominations, a bit foolishly hoping this is a one off #BigBrother’.
Another agreed, adding: “A bit weird how they only reveal the nominations on Late & Live and not the main show.”
A third wrote: “Revealing the nominations on Late & Live is an interesting choice. I guess it meant more content in the main show the first week, but it shouldn’t be a regular thing.’
A fourth wrote: “Stupid for AJ and Will to give away who should be eliminated on the main show long before we see the nominations. It makes watching the nominations completely redundant and takes all the fun out of the process.’
Petty added: ‘So weird doing nominations on Late & Live???’