Ant and Dec lost out on the first award of the night at the 28th National Television Awards.
The presenting duo have famously won the Bruce Forsyth Entertainment Award for either I'm a Celebrity… Get Me Out Of Here! or Ant and Dec's Saturday Night Takeaway every year since it launched in 2018.
They also won the award's predecessor gong, Most Popular Entertainment Programme, for several years before that.
But this year, another hit TV show knocked them off the top spot, as Gogglebox took home the prize.
As Gogglebox star Lee Riley accepted the award, he made it clear the win was a huge surprise.
"Wow, I'm speechless," he said, confessing he hadn't prepared a speech for the award win.
"No way were we going to win over you," he added, ushering towards Ant and Dec. "No way."
However, taking the loss in their stride, Ant and Dec swiftly congratulated the Gogglebox team. As the camera panned to the presenting duo, they could be seen giving Lee a thumbs up and appeared to mouth the words "well done".
— National TV Awards (@OfficialNTAs) September 5, 2023
Continuing to share his delight at the NTA win, Lee thanked Studio Lambert, Channel 4 and all the families who participate in the show.
He also took time to remember some of the stars Gogglebox has sadly lost over the course of its 10-year run.
"We're collecting this [award] on behalf of all the families who are here and the ones who have passed away," he said. "They are still in our thoughts. So, thank you."
— antanddec (@antanddec) September 5, 2023
Whilst Ant and Dec missed out on the Bruce Forsyth Entertainment Award, they did take home another gong on the night.
The duo won the Best Presenter gong for the 22nd year in a row.
Accepting the award, Ant said: "We are the luckiest two men in TV. We thank you from the bottom of our hearts."
Dec added that they didn't take their win for granted, even after two decades of success.
"I can't believe we're still getting away with this," he said. "We are as humbled as we were when we won it for the first time."
The National Television Awards airs live on ITV1 and ITVX at 8pm on September 5.
Gogglebox airs and streams on Friday nights at 9pm on Channel 4.
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