ITV is enjoying mammoth ratings success with I’m A Celebrity… Get Me Out Of Here! 2018 - forcing The Apprentice down to a series low.
The jungle survival contest has been making headlines recently after Dec Donnelly teamed up with temporary co-host Holly Willoughby, amid his regular partner Ant McPartlin’s ongoing break.
Bosses have also splashed the cash to secure one of the show’s biggest-name line-ups ever, featuring the likes of Harry Redknapp, John Barrowman and Nick Knowles.
Their investment has paid off, as the extra buzz surrounding the new series has translated in to huge ratings.
After Sunday’s launch averaged 11.1million viewers, a five-year high, Monday’s episode had 9.55million, while Tuesday’s clocked in at 9.6million.
Last night’s instalment climbed even further, attracting 9.76million viewers in the 9pm hour - a 43.1% share of the audience.
For comparison, that’s up almost 2 MILLION on the equivalent episode of last year’s run.
All of these figures include people who watched on timeshift channel ITV+1.
The ratings increase gives I’m A Celebrity a shot at breaking the 10million mark with tonight’s instalment, which will feature the bombshell arrival of Noel Edmonds.
Noel will join the campmates as their new Emperor in a gladiator-themed challenge, featuring a lavish, coliseum-style set.
According to a report, the TV legend will be the only late entrant - as he is the highest-paid contestant ever.
I’m A Celeb’s eye-watering numbers mean competing reality show The Apprentice was left trailing in the dust last night.
The latest episode - featuring the firing of Jasmine Kundra - was the lowest-rating of the series so far, bringing just 4.08million viewers to BBC One.
It was down over a million on last week’s episode, which pulled in a series high of 5.2million viewers.