Love Island 2018 just triumphed over Good Evening Britain in the ratings following last night's England World Cup match - although Piers Morgan is claiming victory in peak figures.
England's latest clash in the football tournament saw the team lose 1-0 to rival side Belgium.
An average of 13.02million viewers (61.9% audience share) tuned in for ITV's coverage, peaking at 8.45pm with 18.63million (72%).
But the big ratings battle was between Love Island and Good Evening Britain - and the former came out top.
The latest episode - which began at the later time of 9.15pm, due to the football - continued the show's huge success, averaging 3.2million viewers (17.1%).
At the same time, ITV aired Good Evening Britain, a one-off special of breakfast staple Good Morning Britain.
It saw hosts Piers Morgan and Susanna Reid joined by guests such as Danny Dyer and Pamela Anderson to analyse the World Cup results.
Despite causing a stir on social media, it didn't quite prove a match for Love Island, averaging 3.1million viewers (16%).
Nonetheless, Piers - who frequently shares his disdain for Love Island - is claiming victory by trumpeting the programmes' peak figures.
As he pointed out on Twitter, GEB peaked with 5.25million viewers (25.9%), while Love Island maxed out at 3.60million (18.3%).
However, GEB's peak came right as it started at 9.15pm, when it inherited some of the football's huge audience.
The show consistently fell throughout its hour on air, ending with just 2.06million (12%) in its last five minutes.
We doubt ITV is too bothered: the numbers mean its two main channels averaged a combined 6million after the sport.
All the figures above include those who tuned in on +1 services.
The ITV network's success left the BBC trailing behind yesterday.
Other than its nightly news broadcasts, BBC One's highest rating was for Pointless at 5.15pm (2.58million viewers/25.3%).
In the 9pm hour, Celebrities on the NHS Frontline averaged 2.52million (12.8%).