The launch episode of I'm A Celebrity... Get Me Out Of Here! was seen by 14.3 million people earlier this month, according to the latest figures from BARB.
For the first time ever the long-running reality show is taking place in a Welsh castle rather than the Australian jungle due to coronavirus, with celebrities such as Sir Mo Farah, Shane Richie, Vernon Kay and Beverley Callard taking part.
The overnight ratings for the first episode on Sunday, November 15 came in at 10.9 million but now the seven-day figures, which include catch-up and DVR ratings, have swelled the figure to a huge 14.3 million.
The number includes a TV audience of 13.8 million and a 52% share, as well as 0.5 million on non-TV devices such as mobile phones, and ranks as ITV's best-performing broadcast since England's World Cup semi-final defeat to Croatia in 2018.
The figures are expected to tick up slightly further when the final 28-day ratings are published next month.
The show continues every night on ITV until Friday, December 4.
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