And of course a massive proportion of the population will watch neither.
I can't seriously believe any more than a small percentage of the public are even aware News at Ten is relaunching - have ITV been running billboard or newspaper ads? (I've not been in a position to see either over the past few days.)
Yes, there's been an extensive ad campaign. There have been trailers at the end of every ITV News bulletin for several days, trailers between ITV programmes, newspaper ads, radio ads, newspaper and online articles, features on programmes like This Morning and today ITV has been using a Big Ben clock face for its break bumper all day. I think more than a 'small percentage' will know that News at Ten is coming back tonight.
I honestly think the BBC has been caught off-guard by this campaign by ITV and that's why they've resorted to some dirty tactics today.