Steph McGovern's television show Steph's Packed Lunch reportedly "failed to record a single viewer" at one point earlier this week.
The 38-year-old former BBC Breakfast star's daytime show reportedly registered zero viewers at 12.56pm on Tuesday in official Barb ratings, The Mirror reports.
Despite the Channel 4 show featuring the likes of Vogue Williams, Oti Mabuse and Chris Kamara, the daytime show is competing against Loose Women on ITV, so Packed Lunch was faced with tough competition.
A source told the publication: "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."
It is thought that Loose Women had a high of a million viewers that same day.
Channel 4 told The Mirror: "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."
Daily Star Online have contacted Channel 4 for a comment.
Television presenter Steph opened up about feeling "nervous" ahead of fronting the daytime programme
She previously told The Mirror that if the show failed, she only had herself to blame.
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She told the publication: "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."
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