The Only Way Is Essex launched on ITVBe last night with a peak audience of 730,000 viewers.
The new series kicked off with an Ibiza special to launch the new ITV reality channel, now available on Sky, Virgin and Freeview.
According to ITV, ITVBe was the most watched digital channel at 9PM as TOWIE began, despite having launched at just 8PM.
In all, an average audience of 675,000 watched the opener for TOWIE for what will be its thirteenth series.
However the rating of the day goes to The Great British Bake Off Final which had 12.3 million viewers, peaking with a huge audience of 13.3 million.
It makes it the second most watched show of the year so far, behind only the World Cup match between England and Uruguay.
The first Bake Off final back in 2010 had just 2.5 million viewers while even last year had 8.8 million, meaning last night's figures represent a rise of most 4 million.