X Factor 2017's ratings dropped to another low last night as its viewing figures were crushed by Sunday night competition.
The ITV show clashed full on with Strictly Come Dancing as well as the latest episode of Blue Planet 2.
Both BBC One shows got twice as many viewers as the singing competition, which sank to another new all time low.
With an average audience of 4.3 million tuning between 7:05PM and 9PM on ITV last night, it was The X Factor's lowest rated episode ever based on overnight data.
The numbers are down 300,000 on last Sunday's previous record low and down around 800,000 on Saturday's live episode.
The X Factor was up against it last night with BBC One's prime time schedule starting with the Strictly Come Dancing results.
The pre-recorded episode between 7:15PM and 8PM averaged 10 million viewers, up 400,000 on last weekend's results to give Strictly its highest Sunday night figure of the year.
A a shock exit in the dance off saw viewing figures peak with over 11 million watching.
Blue Planet 2 proved the most watched show of the night, totalling a whopping average audience of 10.8 million viewers between 8PM and 9PM.
The second of seven episodes was up 500,000 viewers on last weekend's opener, as the Sir David Attenborough narrated doc went into the deep.
The same schedule clashes will repeat next week, with The X Factor airing on ITV between 7:30PM and 9PM and Strictly on BBC One at 7:15PM followed by Blue Planet 2 at 8PM.
Elsewhere in last night's viewing figures, in the 9PM slot, one-off ITV Sheridan Smith special averaged 2.7 million viewers.
It was 2 million fewer than new BBC One drama The Last Post, which was up week-on-week again with 4.7 million viewers, ending its run on a series high.