Viewers think there were "subliminal messages".

It's less than 24 hours since Matt Terry was crowned the winner of The X Factor 2016 and there's already negative accusations being thrown about. Matt, who won by 8% over Saara Aalto, is being accused of using subliminal messages to win the show. For his final song he sang One Day I'll Fly Away which is at the centre of a new conspiracy theory. Although the song was first released by Randy Crawford in 1980 it's recently become popular again thanks to the 2016 Christmas advert from John Lewis. While it would be forgiven for choosing a popular song, the conspiracy has stemmed from the fact the advert with the very song he sang was played during the advert breaks of the show. Viewers are accusing him of using "subliminal messages" to win the show.

Subliminal *one day I'll fly away* messages during #xfactorfinal ads for #johnlewis and #MattTerry final song... #cleverNicole pic.twitter.com/SBiI28Y61A

— Rae Carpenter (@RaeCarpenter) December 11, 2016

So #MattTerry sang One Day I'll Fly Away right after JohnLewis ad ran 3 times. Coincidence I'm sure #xfactorfinal — WhatsaMata8 (@whatsamata8) December 12, 2016

Is Matt Terry's version of the John Lewis advert an unfair subliminal tie-in to help him win? #xfactorfinal #VoteSaara

— Paul Duerinckx (@drinckx) December 11, 2016

So they play 3 JLew adverts in the ad break... and the JLew song is Matt's winner's single? Subliminal cheekiness #XFactorFinal — Aaron Hall (@aaronmikeyhall) December 11, 2016

Itv cleary want matt to win the subliminal use of this song during last break #xfactorfinal

— Rob Gilbert-Warsop (@robpw2) December 11, 2016

Subliminal messaging now? This song was just played three times in the last ad break alone. #xfactorfinal — Eternal Fist Shaking (@SueCSylvester) December 11, 2016

Also, on Saturday night viewers noticed another "subliminal message" from Matt where he wore black and everyone else wore white.

#xfactorfinal Matt Terry wearing black and everyone else white... not a subliminal message or anything ?

— Stacey (@StaceyS_C) December 10, 2016

#xfactorfinal already planting subliminal thoughts in voters heads... Matt Terry wearing black, in complete contrast to everyone on stage. — Don™ (@DonWxm) December 10, 2016