Series 10 of The X Factor began airing on August 31, 2013 and ended on December 15, 2013 on ITV. The series was won by 36-year old soul singer Sam Bailey who was mentored in the Over 25s category by Sharon Osbourne, giving her her first-ever win as a mentor on the show. Fellow finalists Nicholas McDonald and Luke Friend also secured record deals with little success. It was watched by a total of 9.45 million viewers - almost 400,000 viewers less than the previous series.