The finale of BBC's The Voice, which saw Kevin Simm crowned the winner, suffered its lowest ratings ever, drawing in only half the viewers of rival Britain's Got Talent (BGT).
An average audience of 4.5 million tuned in to watch the live final of the fifth series of The Voice, according to overnight figures, down from more than 6 million in previous years.
The show hit a peak of 6.1 million only after the opening episode of BGT had finished on ITV, and just in time to see former Liberty X singer Kevin Simm crowned the 2016 winner against singers Jolan, Cody Frost and Lydia Lucy.
ITV triumphed with the first episode of the 10th series of Britain's Got Talent, which was Saturday night's most watched show, drawing in nine million viewers and a market share of 41%.
But the figures were less than last year's opening show which held an average of 10.5 million viewers.
With a peak of 10.4 million viewers, the BGT launch was ITV's highest rating programme of the year so far.