The final of the 2010 Eurovision Song Contest drew disappointing viewing figures for the public broadcaster BBC One. A total of 5.54 million Britons (24.4% market share) tuned in to watch the competition, 2.3 million down on the 2009 results, thus marking an all-time low for the contest in the UK. Eurovision then became the second most-watched option of the night, far behind ITV's Britain's got talent, with 9.35 million viewers and a market share of 38,7%.

These results also led BBC One to lose Saturday's leadership to ITV1. Overall, the commercial station secured only its second Saturday primetime victory this year against BBC One with 25.9% to 23.1%. Channel 4 was third with 7.7%, followed by BBC Two with 7.2% and Five with 4.8%.

The United Kingdom saw its representative Josh Dubovie come last in the 2010 Eurovision Song Contest final with the song That sounds good to me, penned by Pete Waterman.