Last month, we reported that Keeping Up With the Kardashians was renewed for 4 more seasons, and that the family would net more than $100 million for the deal.
On Sunday, Keeping Up With the Kardashians season 10 premiered on E!, and the ratings likely left network execs wondering if it's too late to back out of that deal.
The show pulled in a paltry 2.54 million viewers and got trounced by its time slot competitor, The Real Housewives of Atlanta, which pulled in nearly 3.2 million.
Worse, the premiere marked an all-time ratings low for the series, which may be a serious problem as reality shows tend to debut strong and experience a decline in viewers as the series progresses.
An even more troubling sign is that the previous Keeping Up With the Kardashians ratings low happened just last season, meaning that this is probably a sign of a continuing trend, not a one-time anomaly.
So why did E! shell out so much to hold on to a sinking ship of a show?
Good question! We think the answer lies in the fact that even if the show is unsuccessful, it's valuable for the network to maintain a relationship with the family.
Spinoffs off like Koutney and Khloe Take the Hamptons tend to do well, and sources have indicated that Khloe may even sign on for Fashion Police in the near future.
Our guess is that cold-blooded momager Kris Jenner told the network that the family is an all-or-nothing deal, and that if KUWTK goes, they all go.
If, unlike the rest of the country, you still haven't had enough of the show, you can always watch Keeping Up With the Kardashians online at TV Fanatic.