Channel 4 could cancel Steph’s Packed Lunch after it failed to record a single viewer earlier this week.
Producers took the decision after it lost out to Loose Women – which had a million viewers on the same day.
The show, which is hosted by popular TV personality Steph McGovern, registered zero viewers at 12.56pm on Tuesday in official Barb ratings.
A source told the Mirror : “It was a tough call to go up against such an established and well-loved show as Loose Women and there’s no doubt the decision is hurting C4 and these ratings show it.
“ITV were always confident the Loose Women would see off their competition – and in fact their numbers keep going up.”
C4 said Tuesday’s show averaged around 87,000 viewers overall as it pledged to give the show time to increase its audience.
But that was down from 93,000 for the first of the new run on September 14.
And it is around half the average 182,000 it pulled in when it was first on air for six weeks from April, broadcast from Steph’s home.
The former BBC Breakfast star, 38, previously told The Mirror she only had herself to blame if it failed.
She said:”Of course I’m nervous. I’ve started having the dreams now where I’m like, what if guests don’t turn up or what if they all start swearing on air.
“But I don’t know, that’s also why I love it. I’m an adrenaline junkie. I’m someone who loves live telly and pushing myself.
“But yeah, when your name’s on the tin, there’s no one else to blame if it’s rubbish. If it’s rubbish, it’s my fault.”
C4 said: “On Tuesday Steph’s Packed Lunch attracted an average audience of 87,000 viewers from 12.30pm – 2.10pm and drew 204,000 at its peak. Daytime shows always take time to build their audience.
“Steph has brought a blast of energy to our daytime line-up and we’re delighted with the live shows the team has produced.”