The Voice 2013 bosses are reportedly confident that the show's ratings won't collapse with the battle rounds this weekend.
This year the show has seen its ratings rise every week since launch throughout the blind auditions, to a series high on Saturday night of 8 million viewers.
However the figures are still well down on last year's 10 million plus viewing figures, and it remains to be seen whether or not people will stick around for the rest of the show like last year.
With plenty of twists and changes to the format, producers are confident they can carry on boosting the numbers and eventually overtake Britain's Got Talent.
"We couldn’t ask for more," a source told the Daily Star newspaper. "For the fifth week running more and more fans are realising we have talent, serious talent.
“The battle rounds are epic and we are confident our audience is going to continue to grow.”
Bookies are already backing the BBC One show to triumph over its ITV rival this Saturday, with Ladbrokes spokeswoman Jessica Bridge saying: “The Voice is improving week-on-week and the odds suggest it’ll be sooner rather than later when they overtake BGT in the ratings war."
According to the Daily Star, Simon Cowell is rather worried, but we reckon he has no reason to be.
BGT is also increasing its ratings, and managed to extend its lead over The Voice at the weekend to more than 1.5 million viewers.