The commercial broadcaster has invested a large slice of its production budget on three big set-piece dramas to challenge the BBC's recent pre-eminence in period adaptations.
Although 'Mansfield Park', starring 'Doctor Who''s former sidekick Piper, pulled in an average audience of 5.9m viewers and won its time slot against the BBC's poor performing 'Castaway' with just 2.4m, the Austen drama did not compare well. 'Morse' spin-off 'Lewis' in recent weeks averaged 7.5m.
ITV will have been hoping for more as it prepares to air two more Austen dramas 'Northanger Abbey' and 'Persuasion' to make up the rest of the season, which continues this coming Sunday.
'Dancing on Ice' bowed out with almost 10m viewers on Saturday night during its final show of the series, giving ITV1 a 44% share during the hotly contested prime time evening slot.
The final show was split into two parts, with 'Dancing on Ice: The Final' pulling in an average audience of 9.6m. It peaked at 11m with a 49% share.
The second part, 'Dancing on Ice: The Final Skate Off', was scheduled one hour later after the final instalment of sci-fi series 'Primeval'.
The concluding part, which featured England World Cup rugby player, Kyran Bracken and his professional partner Melanie Lambert winning the series, pulled in 8.4m and a 36% share.
The concluding episode of 'Primeval' pulled in 6.1m viewers and a 27% share, a feat which has seen its grip on audiences of around 6m viewers remain steady throughout its run of six instalments.
The BBC scored a ratings hit with its 'Comic Relief: The Big One' night on Friday, which spanned the entire evening on BBC One from 7pm onwards.
The evening, which was heavily cross promoted through BBC brands as well as commercial advertising on Comic Relief-branded products, pulled in 9.5m viewers and a 41% share.
However, ITV1 held up well against Comic Relief through audience favourites 'Coronation Street' and 'Emmerdale'. 'Coronation Street' pulled in 8.3m viewers and a 37% share, while 'Emmerdale' pulled in 7m and a 33% share.
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