Season Premiere of Fox's Britney-Enhanced 'The X Factor' Loses Share to NBC's 'The Voice' | Adweek
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'The Voice' Drowns Out 'The X Factor'

NBC programming stunt takes a bite out of splashy Fox premiere

The cast of NBC's 'The Voice' Photo by Jeffrey Mayer/WireImage

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The season two premiere of Fox’s refurbished The X Factor didn’t quite have the impact the network was hoping for, as a bonus helping of NBC’s The Voice disrupted the opener.

Per Nielsen live-plus-same-day data, the first hour of The X Factor averaged 7.46 million total viewers and a 2.8 rating in the 18-to-49 demo from 8 to 9 p.m., while The Voice drew 10.9 million viewers and a 3.4 in the dollar demo.

In head-to-head competition last night, the one-hour installment of The Voice outperformed The X Factor in the demo by 21 percent.

The good news for Fox is that The X Factor continued to grow throughout the night. After delivering 7.07 million viewers and a 2.6 rating in the first half hour, the premiere improved to 7.84 million/2.9 (8:30-9 p.m.). In the 9-9:30 p.m. slot, The X Factor surged to 9.21 million viewers and a 3.7 rating, before topping out from 9:30-10 p.m. with 9.76 million viewers and a 3.9.

All told, the new-look Factor averaged 8.73 million total viewers and a 3.4 rating. From the first half hour to the last, the season opener jumped 38 percent in total deliveries and 50 percent in the demo.

Beginning Sept. 26, The Voice won’t be around to try and spoil the Factor’s party. The Wednesday show will face ABC’s comedy block (The Middle, The Neighbors, Modern Family, Suburgatory); CBS’s Survivor/Criminal Minds monolith; NBC’s comedy-drama dyad (Animal Practice/Guys With Kids, Law & Order: Special Victims Unit) and the CW’s brooding heroes block (Arrow, Supernatural).   

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