ITV‘s decision to kick Love Island: All Stars into its main channel schedule failed to reap rewards, with just 1M tuning in to the opener last night on ITV 1 and a further 500,000 on ITV 2.
A share of less than 12% of overall viewers watched the new spin-off, which is seeing the return of Love Island favorites from down the years including Liberty Cornish, Georgia Steel and Barbie actor Chris Taylor.
As with previous winter edition’s, All Star is hosted in South Africa, but even though last year’s winter edition started on ITV 2, it was only 100,000 behind last night’s showing across both channels. The previous Love Island summer kicked off on ITV 2 to 1.3M in June.
All Stars was handed the plum 9 p.m. GMT (1 p.m. PT) to 10.30 p.m. GMT slot on ITV 1 but was miles behind BBC One’s Silent Witness and couldn’t match 24 Hours in Police Custody on Channel 4, which beat it by 200,000.
ITV adopted the approach with Big Brother. Earlier this year, the revival was handed the same treatment as All Stars, kicking off on ITV 1 before moving to ITV 2 for the remainder of the series. It started with 2.5M before averaging out just below the 1M mark.