The X Factor has lost six million viewers in just two years, with ratings down two million on 2011 following this weekend's finale.

The average audience in this ninth season of the television talent show was 8.9 million. Viewing is down 40% compared to the record-breaking series of two years ago – which launched the careers of One Direction.

Advertising revenues are down by an estimated 10% also, with advertisers paying from £150,000 to £170,000 per 30-second slot from the ...