ITV's will run ads throughout autumn in the very centre of the TV pages, causing the Evening Standard to reconfigure its TV section.
Starcom Motive, ITV's media agency, negotiated the deal with the Standard, which is designed to target weary commuters planning their evening TV entertainment.
Adrian Pike, head of press at Starcom Motive, said: "It is important that we continue to challenge conventions and everyday confines of the media we use to provide our clients with fresh, innovative ways to reach their target audience and deliver maximum impact."
The campaign, which sports Simon Cowell as a boxing contender versus judges Sharon Osbourne and Louis Walsh or the general public, is supported by posters on the London Underground, in London taxis and railway stations.
'X Factor' is Simon Cowell's nationwide TV talent search. It airs on ITV1 every Saturday in a primetime slot with judges Cowell, ex-Westlife manager Walsh and Ozzy Osbourne's wife Sharon. So far, in its two-week run, it has attracted more than 4m viewers for ITV. The show is expected to pull in more viewers as it gets to the final 10 contestants.
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