That's pretty much the only way to describe what happened to "The Fighters" in the ratings when it debuted on Discovery Channel last month, in an attempt to bring the local boxing scene back into the limelight by way of combat sports reality show.
See a clip of the pugilistic series here.
UFC President Dana White -- along with boxing buddy Peter Welch -- were trying to "build the grassroots" and show a "different side of boxing" to get the younger generation interested, much like White did with his industry-changing "Ultimate Fighter" franchise back in 2005.
No such luck.
"385,000 people watched the show, which is fucking horrendous. especially for Discovery," White revealed at a recent media luncheon. "They didn't promote it at all. I promoted the shit out of it, but it didn't do well, which sucks because it's a great series. I wish people would watch it."
And it looks like "The Fighters" had only one chance to make a first impression.
Welch confirmed on Wednesday that the series was canceled after just one episode, but that he and producer Craig Piligian were looking to move it to an "audience appropriate network," perhaps suggesting that Discovery channel was a poor conduit for sports fans.
Not that boxing has done it any favors.
Outside of a few marquee names, like Floyd Mayweather Jr., the "sweet science" has failed to capture the masses like it once did, as today's combat sports fan -- who wasn't around to see champions like Sugar Ray Leonard, Ray "Boom Boom" Mancini or even Mike Tyson, remains indifferent toward the next generation of pugilists.
Based on the ratings for "The Fighters," it looks like it's going to stay that way.