The opening episode of The X Factor 2014 saw more adverts than singing, some number crunching has revealed.
Saturday night's series premiere lasted an hour and 25 minutes, although the first five minutes alone were dedicated to promoting ITV's Downtown Abbey.
In all, just 15 minutes and 22 seconds actually feared singing compared to 21 minutes and 35 seconds of adverts, the Daily Mail newspaper reports.
So even discounting the Downtown trailer, there was still more ads than actual performances.
The other 48 minutes were made up of chatter, back story and judges' reactions, with some branding the new series 'The Cheryl Cole Show'.
While the Saturday instalment did see some strong numbers, they dipped on Sunday to 8.2 million viewers, down 1.3 million on the night before.
And in news that could leave Simon Cowell a little red faced, it was also down on last year's equivalent first Sunday episode, when Gary Barlow was in his seat.
A spokesperson for The X Factor commented: "The number of minutes of advertising shown in The X Factor was no more than is usual in a programme of its length and was fully compliant with allowances stipulated in the Ofcom Code on the Scheduling of TV Advertising."
Did you tune out of The X Factor between Saturday and Sunday? Tell us why in the comments below!