Britain's Got Talent annihilated The Voice UK in last night's ratings clash, with its joint-highest launch figures ever.
The hit ITV show, featuring returning judges Simon Cowell, Amanda Holden, Alesha Dixon and David Walliams, appealed to a gigantic 9.35 million viewers (10.61 million including +1), and a hefty 36.9% audience share - putting it on a par with 2010's kick-off.
Last year it launched to 10 million including ITV+1 numbers.
The Voice UK managed to increase its viewership for the third consecutive week, but was still defeated by its ITV rival. It attracted 6.67 million viewers and a 26.8% audience share. Last week it had 6.43 million, and the week before it had 6.24 million.
Amanda Holden on BGT (ITV)
Britain's Got Talent peaked at 11.42 million viewers, whilst The Voice UK had 7.73 million pairs of eyes on it at its most popular moment.
Including +1, Britain's Got Talent actually peaked at 13.03 million viewers - higher than the 2012 X Factor final.
Elsewhere, Doctor Who lifted slightly week-on-week, rising from 5.5 million to 5.72 million at 6pm, pulling in 26.7% of the TV-watching audience at the time.
On Twitter, Britain's Got Talent seemed to be the show of choice, accounting for the vast majority of the nation's trending topics throughout the broadcast.