Footage of the colourful parade - dubbed the "people's tribute" to the Queen Mother - won the network its highest share of viewers at that time of the day since 1993.

Our decision not to screen the pageant was not based on ratings or scheduling grounds

BBC spokeswoman

A peak of about 7.3m people tuned in to see the Queen Mother give her speech - the first time many people had heard her speak - according to overnight figures.

The BBC defended its decision not to screen the pageant, pointing to the fact it is spending more than £1m on BBC One programming to commemorate the Queen Mother's 100th birthday.

A BBC spokeswoman said: "It cannot be denied that these are very good figures, but our decision not to screen the pageant was not based on ratings or scheduling grounds."

She said the highlight of the BBC's coverage of the centenary would be a two-hour live broadcast on 4 August - the Queen Mother's birthday - adding: "We are very much looking forward to that."

Network 'thrilled'

ITV's two-hour, early evening special drew an average 6.1m viewers between 1700 and 1900 BST - 43% of all people watching TV at the time.

That was the highest level for seven years during that part of the evening. The 1993 high was caused by the early screening of an episode of Coronation Street.

Programmes normally screened between those hours on ITV would have been expected to receive an average of roughly 3.5m.

An ITV spokeswoman said: "We're thrilled with the viewing figures. It was a wonderful event and ITV was delighted to bring it to the nation by playing our part in a tribute to the nation's favourite grandmother."

Back in May, the BBC's decision not to screen the parade was greeted with anger by shadow culture secretary Peter Ainsworth who said it was "nothing short of insulting".