It’s seems as though the public have quickly become tired of “Caitlyn” Jenner. The second episode of her reality TV show, I am Cait, attracted less than half the number of US viewers that tuned in for the first episode.
That’s quite a drop.
According to Entertainment Weekly, 2.7 million American’s watched or recorded the program when it debuted a week and a half ago but only 1.3 million tuned in for episode two which aired in the US over the weekend.
For comparison, more than 17 million American’s watched Jenner’s 20/20 interview with Diane Sawyer back in April.
The head honchos at E! won’t be too thrilled with I Am Cait’s ratings, especially because they reportedly paid the 65 year old a whopping $6.45 million for the eight-episode docu-series.
While a little erosion between the first episode and the second is expected — the standard decline generally rests between minus-15% and minus-20% — losing 50% of the demo in the course of a single week is cause for concern.
Not only is “I Am Cait” looking vulnerable, but the iffy showing in the anchor slot is destabilizing its lead-out. At 9 p.m., E!’s new docuseries “Stewarts & Hamiltons” suffered similar declines, falling 56% to 416,000 viewers while losing 75% of the demo (0.1 versus a 0.4 on July 26).
The sudden destabilization of the “I Am Cait” audience may be a function of simple overexposure. Diane Sawyer’s exclusive “20/20” interview with Bruce Jenner, the first salvo in a meticulously planned media offensive, delivered 17.1 million viewers and a 5.2 rating on April 24, whereupon the PR machine really kicked into gear. The Twitter-melting Vanity Fair cover was followed in due course by Ms. Jenner’s appearance in ABC’s July 15 broadcast of the ESPY Awards, which aired a week before the “I Am Cait” premiere.
I Am Cait airs Mondays at 10am on E!