Canadians are still into the Big Brother Canada drama. Wednesday night’s season four premiere was watched by an average audience of 988,000 viewers, up 17% from last year’s season opener, according to overnight Numeris numbers provided by Shaw Media.

The show’s premiere grew in key demos, up 30% for adults 18 to 34, 33% for adults 18 to 49 and 20% for adults 25 to 54 against the season three premiere last year.

Online, BigBrotherCanada.ca has had over 250,000 unique website visitors and over two million page views for season four to date, according to Adobe Analytics for the period between Feb. 24 and March 2.

Season four of Big Brother Canada is being sponsored by The Brick, OxiClean HD and Shomi. New episodes air Wednesday, Thursday and Sunday nights on Global. The Big Brother Canada Side Show returns tonight at 10 p.m. on Slice and tomorrow at 8 p.m. on Global. Big Brother Canada After Dark airs seven days a week at 3 a.m. on Slice beginning tonight.