CBS’s Big Brother has started its 28th season with stronger viewing figures than last year, while companion programme Big Brother: Unlocked achieved its largest audience to date. The results matter because they indicate continued audience demand for the long-running reality format and give CBS a positive comparison with Peacock’s Love Island during their respective launch periods.

The first three episodes, which premiered from 9 July, averaged 5 million viewers in their opening week, up 14% on last year’s 4.34 million. Live-plus-three-day multiplatform viewing rose 13% among 18–49s and 18% among 25–54s; CBS said the show also exceeded Love Island’s 3.15 million average by 58% per episode. The time-travel-themed season features 14 new contestants and appearances by former reality participants, while Unlocked averaged 3.44 million viewers—46% higher than its premiere last year—after Survivor winner Dee Valladares joined its opening episode.