'The Voice' Beats 'The X Factor' in Head-to-Head Hour

Simon Cowell now has a strong reason to be pissed off by the extended premiere of "The Voice" season 3. The NBC singing competition defeated his show "The X Factor (US)" when they went head to head from 8-9 P.M. on Wednesday, September 12.

The third night of "The Voice" attracted 10.7 million viewers and a 3.3 rating in the adults 18-49 demographic, while "X Factor" only pulled in 7.5 million viewers and a 2.7 rating in its first hour. In its second hour, when it no longer faced "The Voice", "X Factor" grew to 9.5 million viewers.

Overall, the two-hour opener of "X Factor" sophomore season averaged 8.7 million viewers and a 3.4 rating after adjusted. Though it topped "The Voice" in terms of rating, the number was down from its first season premiere which posted 12.5 million viewers and a 4.4 rating.

The first week of "X Factor" continued on Thursday with more aspiring singers taking the stage for auditions. Among those making through to the next round were rapper Johnny Maxwell, quirky Jason Brock and 13-year-old Carly who showed a talent beyond others at her age.

In another "X Factor" news, will.i.am is reported to join the show as a mentor for Britney Spears' team. Nick Jonas, Justin Bieber and Marc Anthony have been previously tapped to join forces with Demi Lovato, L.A. Reid and Simon respectively.