There are upward of 66 million people in Great Britain, but not a single one was watching GB News during two of its broadcasts on Wednesday. While it’s true that viewer numbers have nose-dived since the right-wing current-affairs channel shot out of the blocks, in mid-June, this remarkable achievement—literally no one watching—was, in a sense, wind-assisted. There was a boycott. Guto Harri, a news host, had the temerity to take a knee on-air in support of England’s soccer team, which had suffered racist abuse.

The gesture “led to widespread fury on social media from GB News viewers who pledged to stop watching,” reported The Guardian, “making accusations that it had sold out and gone ‘woke’, secretly harboured Marxist values, or was in favour of Black Lives Matter.”