Cailtlyn Jenner's 'I Am Cait' ratings have already plummeted 52%
The audience for Jenner's new E! reality series, "I am Cait," dropped immensely in its second week. According to Nielsen's live plus same day numbers, only 1.29 million viewers tuned into the second episode on Sunday.
That represents a whopping 52% drop in viewership compared to the premiere episode's audience of 2.7 million on July 26.
It's expected that new shows will lose a certain amount of audience after the premiere week, but falls in the double digit percentages can be worrisome. With all the hype surrounding Caitlyn Jenner's transition into a woman, it was also to be expected that the premiere ratings would be high. It will be interesting to see where "I Am Cait's" ratings will settle.
E! knew that the show would open big and charged between $90,000 and $200,000 for 30 seconds of commercial air time during the premiere, Business Insider learned.
Previously, 4.2 million people tuned into a "Keeping Up With the Kardashians" Bruce Jenner special in May.