Britain's largest commercial broadcaster ITV continues to plumb the depths in terms of audience share, with flagship channel ITV1 recording its lowest-ever share of the UK television audience last month - 16.8% in the four weeks to July 30 compared with 20.2% a year ago and 59% in 2000.
The latest numbers are also well below ITV's previous worst performance of 18.6% in June 2005.
According to The Guardian newspaper, ITV executives are hoping that the return of The X Factor in August will trigger a ratings revival.
Embattled ITV ceo Charles Allen, whose future appears increasingly fuzzy, will doubtless hope they are right.
Meantime, there is growing belief that former Ofcom ceo Stephen Carter, who last week quit his job three months ahead of schedule, is currently mulling the new décor for the ceo's office at 'The Tower' on the south bank of London's Thames.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff