Viewing figures for The Voice UK 2016 final last night were the show's worst yet.
An average audience of 4.5 million viewers tuned in to watch the winner crowned making it the least watched final to date, by some way.
A peak audience of 6.1 million viewers watched the final 5 minutes as Kevin Simm triumphed in the final vote.
The average audience is down almost 2 million viewers on last year and over 2 million viewers on 2014's figure.
The final viewing numbers are also down some 2.6 million on the audience that began watching the blind auditions back in January.
The Voice UK final ratings
2016 4.5 million
2015 6.3 million
2014 6.6 million
2013 7.2 million
2012 7.1 million
Over on ITV, the Britain's Got Talent triumphed over the BBC with more than twice as many viewers.
The tenth series impressed with an audience of 9.1 million viewers, peaking at almost 11 million.
While an undeniably strong rating in its own right, it's actually down a million viewers on 2015's launch figure and is in fact the third lowest of the ten series to date.
Although it's fair to say that both The Voice and BGT figures would have been dented by one another this weekend having gone head to head for the first time in years.
Britain's Got Talent launch ratings
2015 - 10.1 million
2014 - 11.1 million
2013 - 10.61 million
2012 - 10 million
2011 - 10.4 million
2010 - 10.6 million
2009 - 10.5 million
2008 - 8.8 million
2007 - 4.9 million
Britain's Got Talent will continue next weekend while The Voice UK will return to ITV in the new year.