Until recently, Sunday-night network TV in the U.K. was dominated by feel-good drama. Entertainment shows were cold-shouldered in favor of period fiction and nostalgic crime capers.
Not anymore.
Commercial web ITV1 has moved the results show for reality talent skein "X Factor," featuring Simon Cowell, from Saturday to Sunday, setting off a chain reaction that has seen the total audience for Sunday nights hit its highest level since January 2000.
Last Sunday, auds chose from a viewing menu full of heavy hitters.
On BBC1, the "Super Sunday" lineup included the latest adventure from "Doctor Who" as the second of David Tennant's final four episodes as the Time Lord aired.
Over on ITV1, "X Factor" was followed by the first show in a new run of reality juggernaut "I'm a Celebrity… Get Me Out of Here!"
Total TV audience from 6-10:30 p.m. was 27.2 million, the highest since January 2000 and the fourth biggest since audience data was first collected electronically in 1996, according to the Television Research Partnership.
The evening began with an average 9.1 million viewers tuning in for "Doctor Who," which won a 34% share.
"X Factor" came next, achieving a mighty 14.3 million viewers (a 48% share), while almost 10 million remained with ITV1 for "I'm a Celebrity."
The show, hosted by Ant and Dec, was the program's most successful bow since season three in 2004, which went on to become the most successful "I'm a Celebrity" to date for ITV.
"Moving the 'X Factor' to Sunday night has been a master stroke. The money, viewers and advertisers just keep piling into ITV and Simon Cowell," said Ben Preston, editor of U.K. listings magazine Radio Times.
It remains to be seen if the shine will fade from Super Sunday once "X Factor" ends its run.
In the meantime, ITV, still minus a chairman and CEO, has something to smile about for once.
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