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While The X Factor’s earlier 8pm performance on Saturday certainly saw an improvement, the tears and forced drama was over shadowed by the BBC’s sequinned secret weapon.

Thursday night saw the welcome return of BBC Two’s critically acclaimed gangster drama Peaky Blinders (9pm) as Cillian Murphy’s gangland boss welcomed in the 1920s with the usual visual flourish.

Commissioned by BrightRoll and conducted by Nielsen, the study set out to determine how the pairing of mobile and TV advertising can build incremental reach for brand marketers and improve cost efficiency.

The tool, bringing together geo-filtered UK Twitter data with Kantar’s audience research it will enable broadcasters, media agencies and advertisers to track how Twitter amplifies TV audiences.

Wednesday night finally brought the semi-final of The Great British Bake Off (BBC One, 8pm) to the nation’s screens after nine long weeks of tears, sweat, lots of butter and a heavy sprinkling of contrived controversies.

Sky has invested $5 million in US ad-tech firm Sharethrough as part of its strategy to “drive innovation” by partnering with emerging technology companies.

BBC One’s dark northern thriller The Driver continued with the second episode seeing a slight fall in popularity as David Morrissey’s taxi driver-come-mafia chauffeur was dealing with serious spoilage issues in his vehicle.

Last night saw ITV air the final episode of young Pricilla White’s quest for international fame as the surprisingly successful Cilla (9pm) (in every sense) finally got a taste of the big leagues.

“We have a conviction: What can be automated, will be automated,” said Dominique Delport, global managing director, Havas Media Group.

Not content with infecting the Saturday and Sunday night schedules with its fabricated brand of easy fame, Friday night saw ITV give the public exactly what they wanted.