Is it any wonder why TV is full of tired ancient programmes, fillers and nothing much new after 10:30 when you get a negative reaction like the one seen here. Like Sunday side up and Adrian Chiles's Sunday show, rather than watching something a bit iffy with good and bad bits people seem to prefer to watch nothing instead.
It's hardly the audience to blame, it's ITV's short-termism at fault here. For them everything has to be an instant hit, nothing is given time to grow or develop. If you schedule new programmes in parts of the schedule that you've neglected for years (Sunday morning / Sunday late, weeknights after 10.30pm) you can't expect the viewers to come instantly flocking. They just don't have the time, money or inclination for the long game or for shows to find an audience.
623058 and Larry the Loafer gave kudos