While this year’s weekend prime-time ratings battle in the UK between The X Factor (ITV1) and Strictly Come Dancing (BBC1) is surprisingly being currently won by the latter, recent statistics suggest that like the BBC-ITV battle earlier in the year, other factors outside of ratings are going in the opposite direction, with interest in celebrity guest singers said to be much higher on X Factor than those who appear on the celebrity ballroom dancing format.
Appearing on the Sunday evening results show, acts performing are generally seen as a vehicle of self-promotion for an upcoming tour or album, but according to statistics, the method works, led by boyband JLS, whose performance a fortnight ago saw ticket interest on Seatwave rise by a staggering 600%. Meanwhile, other performers such as Labrinth (336%) and Robbie Williams (224%) also saw spiked interest, while most recent guests No Doubt (300%), and Rita Ora (243%) have experienced notable rises since their segment on the show this Sunday.
A contrasting figure, though, is the interest in the lower-caliber acts that have appeared on Strictly Come Dancing, with the musical interludes of Paloma Faith (20% increase), Dionne Warwick (no change), and boyband The Wanted (down 8%) embarrassingly failing to capitalise on their airtime.
Seatwave spokesperson Louise Mullock said of the findings: “The X Factor may be losing out to Strictly in terms of viewing figures but when it comes to boosting tour sales, X Factor is the place the stars should be appearing. These statistics clearly show that if an artist performs on X Factor, demand significantly increases, while Strictly Come Dancing simply doesn’t move the needle. This could be explained by the respective audiences of the two shows, with viewers of The X Factor more likely to buy tickets to gigs. Our advice to musicians is that if you want to help your ticket sales, go on The X Factor.”
While it is an unusual anomaly that The X Factor producers will be able to claim plenty of bragging rights over, there is only one statistic that they really care about, but will they be able to turn the tables by the end of their current series in December?