The decline in ratings for The X Factor 2012 could cost ITV as much as £10 million, it's been claimed.
The once flagship series has dropped up to 4 million viewers in just two years, with the latest live show being watched by 7.6 million viewers.
It's the lowest numbers since the first ever series, back in 2004.
The Sun reports that with the show's final now expected to be well down on last year's ratings, ITV have cut the cost of advertising by £10,000 for a 30 second slot.
Once making around £3 million from ads in an episode, the show may now be making around £10 million less over the series.
Of course, longer shows with more ad breaks will more than make up for the difference, although will also hurt ratings even more.
An ITV spokeswoman told the newspaper: “Demand from advertisers for this year’s series of X Factor is as high as ever because the show continues to attract an incredibly important audience in very big numbers.”
The X Factor continues with its live shows this weekend with a Best Of British theme.
Sunday's results show will feature performances from One Direction and Little Mix, as well as one more act being given the boot.