ITV's jewel in its winter entertainment crown has always been I'm A Celebrity for as long as we can remember.
But there's been some disturbing news when it comes to viewing figures for this year's series, which have apparently 'halved' since the launch episode.
The Sun reports that millions have turned off during the series, despite big-name contestants such as Caitlyn Jenner and Ian Wright.
The launch show was watched by a massive 10.63million people, but Saturday's episode only attracted 5.46million - a drop-off of about half.
ED! has gone to ITV for comment.
A source was quoted as saying: "Seemingly, some viewers haven't stuck about after seeing who was taking part.
"There are some great names in Caitlyn Jenner and Ian Wright but with every big star there must be lesser-known people and some viewers think there are just too many unknowns.
"There hasn't been heaps of drama and viewers look to be turning off in quite large numbers at the moment."
Last night (2.12.19) former EastEnders star, Cliff Parisi, became the third celebrity to be voted off the show.
Ant and Dec announced the news as they entered camp, and revealed that the elimination was between him and Caitlyn Jenner.
During his exit interview, Cliff explained why he slept so often - something he'd been mocked by other campmates for.
Cliff, 59, revealed that he has two slipped discs and is taking medication that he's not used to.
And that also explains why he was ruled out of several trials on medical grounds.
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