Channel 4 has overtaken BBC2 in ratings for the first time in a decade.
The corporation's second channel was beaten into fourth place after a slump which began five months ago when it lost the terrestrial broadcast rights to The Simpsons.
BBC2 recorded an average audience share of 10.12 per cent between January and July, compared with C4's 10.21 per cent, magazine Broadcast said. C4 will begin showing The Simpsons this autumn.