The Voice has seen its ratings climb every week since the launch, and the gap between it and Britain's Got Talent has continued to shorten.
Over the past three weeks that both shows were on air, the difference between their ratings has gone from almost 3 million to around a million.
And s the gap between the viewers of The Voice and the viewers of BGT closes, William Hill offer 2/1 that the BBC show trumps the ITV behemoth at any point during the current series.
With The Voice having closed the gap every week since the shows started, William Hill offer 4/1 that this week is the one that sees it trump BGT.
"The Voice has learnt a lot from some of the mistakes of the first series & more and more viewers are being pulled in every week," said William Hill spokesman Joe Crilly. "Given what happened with Strictly vs X-Factor at Christmas, Simon Cowell will surely be anxiously looking over his shoulder as the Beeb closes the gap."
This weekend has seen ITV move BGT to a new, slightly later, 7:15PM time slot, preserving its clash with The Voice, which starts at 8:05PM tomorrow night on BBC One.
Attraction are the 5/2 favourites to win Britain's Got Talent, while Liam Tamne is 8/1 favourite to win the Voice.