Paul Hollywood's reputation really has fallen off a cliff since he decided to move with Great British Bake Off to Channel 4 - and now it's beginning to cost him.
A report by Nielsen has confirmed that Hollywood's latest cook book, The Weekend Baker, has only sold 9,083 since release. Just to put those numbers in perspective, Mary Berry's latest effort has sold 228,142 copies.
The official Great British Bake Off's cook book has sold 75,273 copies whilst GBBO 2016 winner Nadiya Hussein's cook book, Nadiya's Kitchen, has sold 31,095 copies.
Paul Hollywood dirtied his bib with fans of the series when he opted to stay with the show and move to Channel 4, despite the fact that Mary Berry, Sue Perkins and Mel Giedroyc are reportedly working on a series with BBC to rival Channel 4's Great British Bake Off.