ITV's flagship reality TV programme, which opened to its highest ever viewing figures last month, helped drive the broadcaster to an 18% increase in online revenues after delivering average viewing figures of 4.2 million.
The BBC's annual report, published earlier this week, revealed the broadcaster has suffered a decline in viewing figures, especially among young audiences.
The BBC's average viewing figures were 1.6m but nearly doubled to 3m as the tournament reached its climax, suggesting many still switch over to veteran presenter Peter Alliss.
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