Cat won’t stop scratching couch!

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He has a cat tower that has carpet and scratching posts but he won’t touch the posts. Only ever the couch. We just got a new couch literally 3 days ago and I can already see where he’s been scratching. Help! I’ve made a spray and I spray him when I see I’m do it but I’m not always around and when I spray all over the couch I guess the smell doesn’t deter him enough from going to the couch.