The first episode of the seventh series averaged 9.35 million viewers (36.9%) from 7pm, its joint highest launch ratings ever. A further 1.26m (3.5%) watched on ITV+1. Including +1, the show peaked on a massive 13.03m.
However, The Voice continued to grow, scoring its highest average of the series so far with 6.67m (26.8%), peaking on 7.7m. BBC sources congratulated ITV on a strong night, adding that they are delighted that The Voice keeps building.
Later on ITV, gameshow The Cube scored 3.69m (15.7%) at 8.30pm, while The Jonathan Ross Show had 2.59m (12.4%) an hour later.
Back on BBC One, new Doctor Who episode 'Cold War' attracted 5.73m (28.8%) viewers between 6pm and 6.45pm.
BBC Two aired coverage of The Masters golf tournament between 7.30pm and 12.15am, picking up 1.68m (8.4%). Dad's Army previously attracted 1.90m (7.6%) at 8.30pm.
Channel 4's Margaret: Death of a Revolutionary suffered against its 7pm rivals, interesting 500k (2%), while Walking Through History scored 900k (4.1%) and Russell Brand movie Get Him To The Greek attracted 780k (4.3%) at 9.30pm.
Elsewhere, a double bill of NCIS scored 879k (3.8%) and 1.16m (5.2%) from 8.15pm on Channel 5, followed by Law and Order: Special Victims Unit with 937k (5.4%) at 10.15pm.
Overall, BBC One led primetime with 22.2%, beating ITV's 21.3% (+1: 2.9%). BBC Two had 8%, while Channel 4 saw 3.2% (+1: 0.6%) and Channel 5 had 3.9% (+1: 0.3%).
Britain's Got More Talent was the highest rated show on the multichannels, pulling in 1m (4.6%) on ITV2 at 8.36pm.
BARB ratings data supplied by Attentional