An extensive advertising campaign, including a billboard in New York’s Times Square, and a bizarre grudge against Pop Queen Madonna, hasn’t materialized into ratings success for journalist-turned-reality star-turned-primetime entertainment host Piers Morgan.

The British export replaced showbiz veteran Larry King as the face of CNN primetime earlier this month. Interestingly enough, King routinely drew 674,000 viewers during his final three months. Piers Morgan Tonight, on the other hand, has seen ratings plunge by 75% after just two weeks on air, according to new figures. Morgan’s new show launched on January 17 with 2.1 million viewers tuning in to CNN to see him interview Oprah. Since then, ratings have fallen nearly every day, reaching a low of 498,000 on Thursday when reality stars Kim and Kourtney Kardashian appeared to promote their E! docu-soap Kourtney & Kim.

Pier’s interview with the sisters was beaten in the ratings war by rival talk shows on the US channels Fox News and MSNBC, as well as a supermarket documentary on CNBC.

Are you watching Piers’ new show?

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