The X Factor started jettisoning acts from its live show last night.
But producers may be more concerned at the near-million viewers who seem to have left voluntarily.
The slump came after fans were forced to endure advert and promotional trailer breaks that filled more than a fifth of Saturday night’s programme.
Last month, the Mail revealed how viewers were left furious by the colossal number of ad breaks in ITV’s flagship period drama Downton Abbey.
Waterworks: Tulisa Contostavlos broke down in tears as she announced that she was eliminating girl duo 2 Shoes on The X Factor last night
Too much: But the drama of Kelly Rowland eliminating 16-year-old Amelia Lily wasn't enough to keep viewers entertained
Anxious to cash in on the programme’s popularity, the broadcaster crammed a quarter of Downton’s 90-minute slot with ads and cross-promotion.
The X Factor was watched by a peak audience of 12.7million on Saturday night – a huge drop on the 13.5million who tuned in for the first live show of last year’s series.
There were a total of eight promotional breaks during the two-and-a-half-hour show, which meant viewers had to put up with more than 30 minutes of adverts and trailers between 7.30pm and 10pm.
At some points, viewers saw just seven minutes of live performances before the next four-minute commercial break cut in.
Interruptions: Viewers are apparently getting cross with the constant adverts during the show, but the Yeo Valley advert is proving popular
The X Factor had so far managed to keep ratings up throughout the audition episodes following the departure of show supremo Simon Cowell, 52, and fellow judges Cheryl Cole, 28, and Dannii Minogue, 39.
Switching off: While Simon Cowell is over is the U.S. launching the American version of the X Factor, back home viewers are switching off due to ad break overload
New judges Gary Barlow, Kelly Rowland and Tulisa Contostavlos have so far proved a hit, but a show insider said: ‘We always knew the proof of the pudding would be in the live shows.
‘It was a big ask for Gary Barlow to step into Cowell’s shoes, and he did incredibly well. But for pure bite and bitchiness, there is no one like Cowell.’
The X Factor’s Saturday audience represented an impressive 49 per cent of the available TV audience.
The BBC’s Strictly Come Dancing failed to come anywhere close – peaking at 9.7million and drawing an average of 8.6million after going head to head with the X Factor for half an hour.
An ITV spokesman said: ‘We’re pleased that 12.7million viewers enjoyed Saturday’s The X Factor as 16 acts performed on the first live show of 2011.
'Audience levels rose through the show as The X Factor continued to be the UK’s most popular Saturday night show.’
Referring to the adverts, the spokesman added: ‘Advertising within the show fully complied with Ofcom’s code on the scheduling of television advertising.’
Saturday’s show still managed to beat the previous week’s Saturday episode of the X Factor, which showed the judges picking their finalists.
That episode drew a peak audience of 11.8million, with an average of 10.1million. However, the live shows are usually expected to rate better than the pre-recorded episodes.
It was a tense opening to the night's show, and the judges had clearly felt the weight of their decision over the past 24 hours.
Tulisa, who said she hasn't slept a wink told Dermot: 'I've changed my mind twice today, made my mind up half an hour ago.'
Time to say goodbye: Essex girl duo 2 Shoes were kicked off the show
Marching orders: Soldier Jonjo Kerr is comforted by host Dermot O'Leary after Louie Walsh chose him to leave the show
Out: James Michael's (left) sad eyes sum it up and upset Amelia Lily bows out of the show
But the choice had to be made, and it was with many tears that Jonjo, James Michael, 2 Shoes and Amelia Lily said goodbye to their X Factor dream.
AND NOW THE JUDGES LOSE IT...
X Factor judge Gary Barlow went berserk at producers backstage after the first live show.
The judge, who had been on air for two-and-a-half hours, even refused to be interviewed for spin off show the Xtra Factor.
A source told the Daily Star: 'Gary hurled his toys out of the pram and threw a fit.'People were shocked it was Gary throwing the strop because he is so evenly tempered.'
And when producers managed to sweet talk the drained judge onto the Xtra Factor couch viewers were shocked when he launched into a scathing attack at a caller named Deano.
Deano had said the Gary should be less serious.
Last night ITV1 dismissed Gary's backstage strop as a misunderstanding.
A spokesman told the Daily Star: 'There was a chaotic misunderstanding after Gary was told he was cleared to go for the night. Gary doesn't have any plans to quit. He is really enjoying the show.'
Louis' first choice to go through to the next round was Sami Brookes, who was not among his original final four, but wowed the judges the previous night with her performance of the Yomanda classic You're Free.
Next through was an ecstatic Kitty Brucknell, after which Louis said: 'This was not easy, I agonised, but at the end of the day I have to keep the person I think the public will like most.'
The judge picked Johnny Robinson, eliminating Jonjo Kerr, who failed to impress last night with his forgettable rendition of the 1964 Kinks hit 'You Really Got Me.'
As the soldier told Dermot 'I could have done better' Louis chipped in with a contrived-sounding: 'I changed my mind twice as well today.'
Gary was more business-like in his announcement, first boy first putting through Marcus Collins, followed by Craig Colton, who the Take That singer said had given the best performance last night.
The judge continued: 'I've really based this on last night, I found last night very useful'
'There are only four left we're at such a high level here,' he added.
The last boy Gary put through was 'hearthrob', Frankie Cocozza eliminating James Michael.
James had divided the judges with his interpretation of the Beatles classic 'Ticket To Ride' last night.
Dermot asked him how he felt, but the singer was unable to speak, and with tears streaming down his face said: 'I'm just going to cry.'
And there were more waterworks to come during the group elimination, as Tulisa choked: 'I've spent the last 24 hours crying tears, tearing my hear out. You're my friends, I can honestly say that.'
The first group the 23-year-old put through was girl foursome Rhythmix, followed by boy band The Risk, who whooped as they crossed the stage.
Tearing up further, Tulisa said that she had been a 'little disappointed' in the next group's performance the previous night, but based on their potential put Nu Vibe through, eliminating girl duo 2 Shoes.
Used to it? Louis said that this part of the show was 'the worst' but there was no signs of tears from the X Factor old-hand
Consolation: The Nu Vibe boys hugged 2 Shoes after their elimination
Tulisa started to cry along with her act as the girls' performances were shown on screen.
She told them: 'I can't even find a reason why, but I had to pick an act. I swear I want to stay in touch with you.'
The Essex pair had performed Girls Aloud hit Something Kinda Oooh from inside a pink Peugeot and a stage full of topless male dancers.
Thrilled: Craig Colten looked delighted to be going through
Safe bet: Tulisa's group The Risk are thought to the next round
Kelly said as she announced her choice: 'This was so touch of a decision to make.' The Destiny's Child star picked 16-year-old Janet Devlin first, followed by Misha B.
Before she revealed her final choice she broke down in tears, telling the last two: 'I want you both to know that you are such stars.'
But 16-year-old Amelia Lily, who opened Saturday night's show with a sensational performance of Billie Jean, was eliminated, with Sophie Habibis, who performed Katy Perry's Teenage Dream through to the next round.
Disbelieving: 16-year-old Janet Devlin always seemed a shoe in to get through, but looked nervous all the same
Joining in: Girl group Rhythmix got through, but cried anyway
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