Jungle Antics Keep Viewers Turned On To I’m A Celebrity
Jordan’s steamy jungle antics have helped the third series of ITV’s I’m A Celebrity Get Me Out Of Here deliver an average audience of almost 10 million viewers across its first week.
The latest viewing figures from BARB show that the latest series of the reality-TV gameshow is proving especially popular with younger viewers, taking a 51% share of lucrative audiences aged between 16 and 34.
The programme, which follows the antics of a mix of glamour models, former pop-stars and retired footballers, has also proved a hit with housewives with children and is attracting a 54% share among this audience.
ITV claims that audiences for the third series are currently 49% larger than during the first week of series one and have increased by around 14% on the same period in series two. The average share of viewing amongst 16 to 34 year-old viewers has also improved (see I’m A Celebrity Finale Peaks With 13 Million Viewers).
A peak of almost 11 million viewers tuned in to ITV last Monday for the first episode of the new series, which saw Razor Ruddock and Jordan overcome their first bushtucker trial by donning perspex helmets filled with cockroaches, stick insects and eels (see I’m A Celebrity Attracts 11 Million Viewers To ITV1).
Last Wednesday’s programme saw the first ever live bush tucker trial, with an audience of 10.4 million tuning in to see Peter Andre run the gauntlet. According to ITV, this episode easily won its slot and attracted an audience 10% higher than all other terrestrial channels combined at that time.
I’m A Celebrity Get Me Out Of Here is also helping to drive audiences to ITV2, which last week saw its share of viewing increase in multi-channel homes increase to around 3%. This was the channel’s second best week in terms of ratings since its launch.
ITV recently announced plans to launch its third main stream channel by the end of this year. The company’s chief executive, Charles Allen, said that ITV3 will be aimed at older, upmarket viewers with an appetite for drama.
The final decision on whether or not ITV3 will be a free to air or a subscription channel has not yet been made. However, the broadcaster intends to keep creating new channels and the next most likely project is a channel aimed specifically at children (see ITV Enters New Phase With Merger Completion).
ITV: 020 7843 8000 www.itv.com
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