X Factor not quite the ratings juggernaut it once was

Last night, the X Factor returned, with all the pomp that ITV could muster.

Although, to be fair to ITV, when you're marketing something that now features Nick Grimshaw and Olly Murs as part of the mix, you're going to be struggling a bit to begin with.

Even so, a drop of 20% of viewers compared with last year's launch isn't great.

ITV are muttering about how maybe everyone was out because it was Bank Holiday (or maybe the thought that it's still August and this is going to drag on until Christmas put everyone off?).

And it still managed over seven million, which is considered good for the nearly identical Britain's Got Talent.

And it's not like ITV's got an idea to replace it with - Celebrity Sheepdogs or whatever that thing was isn't going to be anchoring a Saturday night any time soon.

So, on it will limp. Maybe they'll bring Steve Brookstein back as a twist.

Google is just taking the piss here, isn't it?