Should this year's Big Brother really be the last? Half of the respondents in a leaked ITV audience tracking survey seem to think so.
The survey of 552 people, weighted to represent the UK population, also came up with majority views that the series was worse this year than previous years; that they talk about it less; that it is on too much and there are too many spin-offs.
Worryingly, a majority also say they agree that the housemates are more extreme this year and that some of them seem mentally unwell - a serious charge for a programme that prides itself on only putting people in the house who can handle the pressure.
However, is this just a case of lies, damn lies and statistics - especially coming from one of Channel 4's competitors? Channel 4 points out that ratings for this year's series are so far up 9%. If it is really so bad, why are we still watching?
It could be the fact that there is just so much of it on - its hard not to watch Channel 4 for any amount of time without stumbling over the show and its myriad spin-offs. This year's run is the longest yet while there are more related shows such as Big Brother's Little Britain and Big Brother's Big Mouth than ever before.
It also remains classic water-cooler TV - if you don't at least know who some of the contestants are then you are more than likely going to be left out of office conversations. The tabloids , and increasingly the broadsheets are still devoting acres of news print to it while cyberspace is awash with it - you are reading this, after all.
It is now seen by many to be as much of an annual summer event as Wimbledon and Royal Ascot, but of course with more chavs and more nudity.
If Big Brother really ended this year, wouldn't we all miss it?
