Strictly thrashes X Factor in the ratings as shows go head to head.
Strictly Come Dancing thrashed X Factor in the ratings last night as the two shows went head to head in the schedules.
8.5 million people watched Strictly, as this year's celebrities were introduced to their professional dance partners for the first time.
Meanwhile on itv, Cowell's X Factor could only manage 5.6 million - that's around half the audience who tuned into the show at the height of its popularity.
The BBC haven't yet confirmed the timing for this year's Strictly live shows, which don't start until 22 September but if X Factor's ratings continue to decline, itv may find themselves being forced to change their schedules to avoid any clashes.