Celebrity Juice's return was down from its last series opener on Thursday evening, overnight data reveals.
The ITV2 show entertained 726,000 (4.6%) on average at 10pm (119k/1.3% on +1), down from March's opening of 1.1 million (7.1%).
The 12th series opener was the worst-rated since September 2010, and the first time since February 2011 that it launched to less than a million viewers.
Earlier, Bad Bridesmaid launched with 400k (1.9%) at 9pm.
On BBC One, DIY SOS: The Big Build interested 4.52m (21.8%) at 8pm, while Mary Berry's Who Do You Think You Are? topped the night overall with 4.91m (23.3%) at 9pm. Scotland Decides intrigued 1.59m (15.1%) at 10.35pm.
BBC Two's Operation Stonehenge brought in 2.22m (10.7%) at 8pm, followed by Penguins on a Plane with 1.31m (6.2%) at 9pm. Mock the Week amused 1.51m (8.8%) at 10pm.
On ITV, Paul O'Grady's For the Love of Dogs attracted 3.47m (15.4%) at 8.30pm (172k/0.8%), while drama Chasing Shadows dipped by around 700k to 2.66m (12.7%) at 9pm (180k/1.2%).
Channel 4's Location, Location, Location appealed to 1.36m (6.6%) at 8pm (261k/1.2%), followed by Educating the East End with 1.46m (6.9%) at 9pm (270k/1.8%).
On Channel 5, Police Interceptors gathered 732k (3.5%) at 8pm. Celebrity Big Brother continued with 1.49m (7.1%) at 9pm (180k/1.2%), while Dallas was seen by 516k (3.3%) at 10pm.
BBC Three's Cuckoo tickled 447k (2.6%) at 10pm, followed by Siblings with 288k (2.1%) at 10.30pm.
Posted: Fri Sep 12, 2014 2:05 pm