How 10 launched I’m a Celebrity to its biggest audience in three years

I’m a Celebrity… Get Me Out of Here!

Celebrity 2021: Aussie jungle launch delivers for 10

10 has succeeded again with its strategy of launching a new season of I’m a Celebrity… Get Me Out of Here! on the first Sunday in the new year.

The launch episode on Sunday had a national average audience of 1.39m. This was the biggest I’m a Celebrity launch audience since 2018.

That audience gave 10 its highest commercial share ever on an I’m a Celebrity launch night.

That year-on-year comparison saw the numbers up 6%.

10 and Network 10 was easily #1 across the night with significant help from 10 Bold which was the #1 multichannel.

10 was also the most-watched primary channel and network for the second episode. Although the numbers were not up year-on-year for Monday. It didn’t miss by much though. Episode two in 2020 was on 825,000, episode two 2021 did 820,000. The total live audience was up though when you factor in the Monday live stream audience which was up 118% on the 2020 audience.

For a second successive night 10 ranked #1 primary channel and #1 network under 50 and in the key demos.

Head of programming for 10 ViacomCBS Daniel Monaghan said of the launch: “It’s official. We love our sunburnt country and all the home-grown creepy crawlies, critters and celebrities that come with it. We’re thrilled with how I’m a Celebrity… Get Me Out of Here! performed on its first night.

“It was the #1 program of the evening and dominated 10’s key target market of under 50s. It also boasted the highest commercial share ever and was up 6% year-on-year.

“It was fantastic to see how viewers reacted to our nine celebrities providing much needed fun, laughter and humour in these tougher times. We can’t wait for you to see what we have in store for our latest batch of brave campmates.”

I’m a Celebrity… Get Me Out of Here!

National sales director for 10 ViacomCBS Lisa Squillace said: “The sixth season of I’m a Celebrity…Get Me Out of Here! is off to a terrific start, winning the night and outperforming in 10’s key demo of under 50s. This is in addition to the fact we have had an unprecedented take up of sponsorships on the show.

I would like to extend my sincere thanks to our sponsors for giving us the opportunity to turbo charge their brands. They have, without a doubt, committed to the biggest summer entertainment event in this country. We are delighted that we have been able to provide the best springboard for our clients and their brands in 2021.

I’m a Celebrity… Get Me Out of Here!

“Keep your eyes peeled because you will get to see over the next few weeks, just how innovatively and seamlessly we have integrated these brands into the narrative of the show.

“If things go right for our tired and hangry celebrities, these brands will provide that little bit of luxury they so desperately crave in the middle of the Aussie jungle.”

I’m a Celebrity… Get Me Out of Here!

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