'X Factor' has become 'UK Super Bowl'

The X Factor has become the UK's equivalent of the Super Bowl for advertisers, according to Starcom senior consultant Jim Marshall.

Marshall, who works with well-known companies to buy television advertising, described Simon Cowell's show as the "event of the year for viewers and advertisers".

"It has become the British version of the American Superbowl," he told The Times. "ITV is reportedly selling advertising slots for £190,000, which could potentially increase to £250,000 for the final."

The live final in December is expected to be the most lucrative event on commercial TV since England's Rugby World Cup final in October 2007. This will be combined with profits from a sponsorship deal with Talk Talk and phone vote revenues, which are split between Cowell, producers Fremantle and ITV.

Last Sunday's results show saw 14.4 million people watch Welsh singer Lucie Jones exit the competition.