Great, a morning of Samuel's Hitler-style delivery of facts from a tinfoiled room.
Low for X Factor, but let's look at it like this:
-About 8 million across MORE than 2 hours is still, let's be real, great in its own right. We can't help that X Factor reached such huge heights before - that Strictly never will - and so will always be judged as such. It is obviously the more tired show, though.
-What the hell did the lead-in get? We have no 6m+ Harry Hill any more. There is nothing to aid it, whereas Strictly has strong ratings bolstering either side. This is ITV's own fault and to BBC1's merit, but it's a fact that absolutely will boost Strictly and take away from X Factor regardless of the quality of either show.
-A headstart from the biggest entertainment show, THEN clashing for a considerable time - yes, that's going to help matters isn't it? Look at the EE vs ED clashes - even when ED was having a bad year and a EE a good one, a clash would still often result in an ED win, just because it's on first.
-There are a million repeats of X Factor which collectively make quite a nice rating I'm sure. No such repeats for Strictly.
Of course, most of this is ignored in favour of "it's rubbish, people are bored" - yes there is an element of people losing interest, but I genuinely think there is more against X Factor this year than that alone.
Until ITV have a strong Saturday schedule (Strictly is not doing that well on its own!), if there were no repeats and if there was no clash, things would be a little better. But no clash means it finishing too late (also detrimental). And going earlier, with a longer clash, would only work if surrounded by strong shows. Even then, ITV wouldn't be happy if the overall average was brought down, even if Strictly was dented. So it's tricky. Ideally, Strictly needs to be off air by 8. But it's not happening.