The Saturday night ratings battle between BBC and ITV took another twist today when it was revealed that a massive 2.4 million X Factor viewers switch channels during ad-breaks.
ITV bosses are apparently furious that their rival is taking valuable advertising ‘eyeballs’, thus weakening their position when selling to the show.
On Saturday 11.4million viewers were watching at 8.10pm but when the ad break kicked in at around 8.15pm it dropped to 9.3million.
A break at 8.35pm saw the figures drop from 12.2million to 9.8million.
To be honest we were surprised that the number of channel-switchers was not larger.
Adverts are rubbish.