The gloves are off in the battle between "The X Factor" and "The Voice."
Simon Cowell, Britney Spears and Co. take a swipe at the competition in a brand new promo for Wednesday and Thursday nights' episodes.
"Other singing competitions choose their talent sight unseen," a voice over can be heard saying -- a clear reference to Christina Aguilera's show. The narration continues "But to win the $5 million it takes the whole package.”
The ad comes after Cowell complained about "The Voice" deciding to add another night opposite the premiere of his show, a move which likely cost "X Factor" viewers.
When it comes to ratings, "The Voice" won when the two shows went head-to-head from 8-9pm last week -- though "X Factor's" audience grew 40% when it went unchallenged from 9-10pm.