[Tom4784]

Originally Posted by Adam.

SCD is absolutely slaughtering it and ITV will not want a show which gets 5 million over night when 5 years before it was 15 million.

5 Million is fine because the majority of that audience is part of the younger demographic which is gold dust to advertisers. An advertiser will pay through the nose to advertise during the XF ad breaks and that's why ITV will keep it because it's still the highest rated program on a channel with advertising at this time of year.

The whole ratings battle with SCD is meaningless, it's just cross promotion for both shows.