The Voice paid the penalty for Chelsea's Champions League heroics on Saturday night as it lost out in the ratings battle to the football.
Figures from ITV showed an average of almost seven million tuned in from 7pm when the pre-match coverage started through to 10.30pm - compared to 4.2 million on BBC1 in the same time slot.
That includes a hefty chunk of The Voice, which ran from 6.30pm to 8pm.
The Champions League final, won in dramatic fashion on penalties, reached a peak audience of 10.6 million and was the most watched programme on British television on the night.
ITV figures show a peak audience of 6.5 million tuned into The Voice.
It means another bad week for the BBC talent search show which was beaten in the ratings last weekend by another final - this time for its rival Britain's Got Talent.
At one stage, when station bosses had scheduled a series of head-to-head clashes, The Voice had won the ratings battle for three consecutive weeks - but since then it has been losing pace as viewers have lost interest in the show.