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Simon Cowell’s show lost out to its bitter rival in the Best Talent Show category at the 21st NTAs ceremony, finishing off a disappointing few months for ‘The X Factor’.
The music mogul didn't even turn up to see ‘Strictly’ host Tess Daly and make her way on stage to collect the award, marking the fourth time it has beaten ‘X Factor’ to the gong.
‘The X Factor’ had been thrashed in the ratings war by ‘Strictly’, which pulled up to four million more viewers when they went head-to-head on Saturday nights last autumn.
‘Strictly’ previously won the NTA in 2014, with ‘X Factor’ managing to pull it back last year.
To add to the embarrassment, The X Factor's former host Dermot O'Leary, who was on NTAs presenting duties, also made plenty of jibes about his old show during the ceremony.
Other winners from the night included Ant & Dec, who took home Best Presenter for the 15th consecutive year, ‘I’m A Celebrity… Get Me Out Of Here!’, which won Best Entertainment Show and 'Downton Abbey', which won Best Drama.
Take a look at all the red carpet pictures from the NTAs in the gallery below...
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- Danny Dyer's NTAs Speech Was VERY Danny Dyer
- The NTAs Opening Number Was One Of The Most Ludicrous Things We've Ever Seen
- Ant And Dec In Least Surprising NTAs Victory Ever
- Susanna Reid Puts Piers Morgan In His Place At The NTAs
- Dermot O'Leary Couldn't Resist A Few 'X Factor' Digs During The NTAs
- 'X Factor' Suffers Another Blow At The Hands Of 'Strictly'
- The Award For Longest NTAs Speech Goes To… Sid From ‘Gogglebox’!