I’m A Celebrity… Get Me Out Of Here! saw large numbers of young audiences glued to their screens on Sunday night, despite the overall viewership dropping.
The debut show launched with a peak audience of 7.8 million (average 7 million), down 2.2 million from the show’s launch the year before.
However, it managed to grab the attention of 76% of 16-34 year olds watching TV that night, with 1.4 million of its viewers being under the age of 35.
The ratings will come as a welcome to ITV, as the broadcaster has been making a strong bid attract younger viewers to I’m A Celebrity this year.
One tactic they have used is adopting popular TikTok trends, such as the ‘rotting fish’ challenge, branding it ‘our newest and smelliest trial yet’.
Popular: I’m A Celebrity … Get Me Out Of Here! saw large numbers of young audiences glued to their screens on Sunday night, despite the overall viewership dropping (Nella Rose pictured)
Dropping: The debut show launched with a peak audience of 7.8 million (average 7 million), down 2.2 million from the show’s launch the year before (Nigel Farage pictured)
Young generation: However, it managed to grab the attention of 76% of 16-34 year olds watching TV that night, with 1.4 million of its viewers being under the age of 35 (hosts L-R Ant & Dec pictured)
The trend went viral last year and sees people filming themselves attempting to eat Surströmming – tinned Baltic herring – a Swedish cuisine that dates back to 16th century.
So pungent is the smell, likened to ‘rotting flesh’, the food is almost impossible to eat and videos of grown men retching while just opening a tin were shared by millions of times on TikTok.
Of the millions that took part in the challenge, they were mostly made up of the 16-24 category, which is the age group that ITV are keen to lure in to watch their programmes because it attracts lucrative advertising for the channel.
ITV have also brought in Nella Rose to the lineup, in an attempt to boost their ratings with the younger generation.
The 26-year-old is the youngest star in the show this year, and it is hoped by bosses that her vast internet fame will attract millions of young viewers to the reality show.
She is a much-loved content creator, well renowned for her chatty beauty videos and witty sense of humour.
The YouTube star sky-rocketed to success when she began posting videos with her friends discussing topics such as, ‘Growing up in African household’ and ‘Things girls do that boys don’t like’.
Her charismatic brand has seen her boast a sky-high following, accumulating an incredible 750,000 YouTube subscribers with a whopping 81 million views.
Trying hard: The ratings will come as a welcome to ITV, as the broadcaster has been making a strong bid attract younger viewers to I’m A Celebrity this year
Viral: One tactic they have used is adopting popular TikTok trends, such as the ‘rotting fish’ challenge, which sees people filming themselves attempting to eat Surströmming – tinned Baltic herring (one social media user attempting the challenge)
Shrewd: Of the millions that took part in the challenge, they were mostly made up of the 16-24 category, which is the age group that ITV are keen to lure in to watch their programmes because it attracts lucrative advertising for the channel
On Instagram her fanbase is even bigger – as she has amassed close to 900,000 followers – from her solo videos and collaborations with other online stars.
The down-to-earth influencer also regularly featured on Footasylum’s YouTube channel, often appearing next to famous faces such as Chunkz and Filly.
She has her very own YouTube series with PrettyLittleThing dubbed The Pink Courtroom and in 2021, Nella was a co-presenter on MTV’s Catfish UK.
She is also an ambassador for Fashion Nova’s Curve range and has her very own streetwear clothing line named Faces London.
Earlier this month, a TV insider told the Sun: ‘If ITV can draw a fraction of her followers to the show – who are the particularly valuable young demographic – they will be thrilled.
‘That’s why signing up someone like Nella is a very shrewd move on the part of the I’m A Celebrity producers.
‘She very much a ‘millennial star’ who’s gained a profile through a very different means to all the other campmates who’ve been named so far.’
Nella has already become a clear favourite as countless fans on TikTok are flooding I’m a Celebrity videos with cries of ‘Nella Rose for the win’.
Smart choice: ITV have also brought in Nella Rose to the lineup, in an attempt to boost their ratings with the younger generation
Massive reach: The 26-year-old is the youngest star in the show this year, and it is hoped by bosses that her vast internet fame will attract millions of young viewers to the reality show
Huge success: Her charismatic brand has seen her boast a sky-high following, accumulating an incredible 750,000 YouTube subscribers with a whopping 81 million views and 900,000 Instagram followers
Accomplished: The internet sensation has achieved many things outside of YouTube, including hosting MTV’s Catfish UK in 2021, (pictured) deals with PrettyLittleThing and Fashion Nova and has her very own streetwear clothing line named Faces London
And as she appeared on ITV viewers screens for the first time, fans instantly admitted they were ‘obsessed’ with her and predicted she could win the show.
One wrote on Twitter: ‘Are we looking at the winner of I’m A Celeb 2023?’ while another said: ‘Obsessed with Nella Rose already, she’s brilliant’
A third penned: ‘I adore Nella with every fibre of my being, if she doesn’t win I’m coming for blood’
Someone else tweeted: ‘Nella Rose is the only reason I’m here’, while a fifth echoed: ‘winner Nella Rose is here and she is devouring as per’.
While Nella’s addition to the camp has proved a smart decision, ITV may be regretting the signing of Nigel Farage, for a reported £1.5million – the biggest I’m A Celeb pay cheque ever.
Fans have been vocal about boycotting the show over the ‘tone-deaf’ decision to let the controversial former UKIP and Brexit party leader enter the jungle.
And the overall ratings reflected this view, with 2.2 million less people tuning in to watch the launch show than last year.
In 2022, the I’m A Celebrity debut episode got an audience of over 10 million people at its peak – up two million from the previous year, even despite former health secretary, Matt Hancock, joining the line-up.
Huge fanbase: Nella has already become a clear favourite as countless fans on TikTok are flooding I’m a Celebrity videos with cries of ‘Nella Rose for the win’
Potential winner: And as she appeared on ITV viewers screens for the first time, fans instantly admitted they were ‘obsessed’ with her and predicted she could win the show
But the signing of Nigel has proved even more unpopular as the GB News star is a famously divisive figure, who is known for his right-wing views on immigration and gender pay gaps.
Nearly 10,000 people have been using the hashtag ‘Boycott I’m A Celeb’ and have been taking to Twitter to plead their case as to why they were taking action against the show.
One user wrote: ‘ITV notoriously choose the most heinous politicians. They secure these guests by promising to show ‘another side’ to them.
‘There are no other sides to sc**bags like Matt Hancock & Nigel Farage & attempts to rehabilitate them for the nation is propaganda. #BoycottImACeleb’.
‘Hancock was bad enough but I can’t even look at Farage. Do itv realise how many viewers they will lose with this decision? #BoycottImACeleb’, a second wrote.
A third user added: @ITV @antanddec @DecsMcpartlin I boycotted @imacelebrity when you put @MattHancock on your show. Now the odious @Nigel_Farage.
Bad choice: While Nella’s addition to the camp has proved a smart decision, ITV may be regretting the signing of Nigel Farage, for a reported £1.5million – the biggest I’m A Celeb pay cheque ever
Fuming: Fans have been vocal about boycotting the show over the ‘tone-deaf’ decision to let the controversial politician enter the jungle and the overall ratings reflected this view, with 2.2 million less people tuning in to watch the launch show than last year
‘I’m livid that you give these people a voice, a platform and way to be seen. I can’t, I’m livid spitting feathers. #BoycottITV #Boycottimaceleb’.
A fourth expressed: ‘I wrote to @itv to complain about Farage going on #BoycottImACeleb . Have received a really pathetic, standard response from their team.
‘Please continue to email them. They need to understand quite how many people are totally p*ssed off with them.’
An ITV spokesperson told MailOnline about Sunday night’s show: ‘I’m A Celebrity received ITV’s highest overnight audience of the year and the biggest entertainment launch across any channel.’
Switching off: Nearly 10,000 people have been using the hashtag ‘Boycott I’m A Celeb’ and have been taking to Twitter to plead their case as to why they were taking action against the show
I’m A Celebrity 2023: Meet the campmates
NIGEL FARAGE
Claim to fame: Former leader of the UK Independence Party and leader of the Brexit Party.
Phobias: Nobody likes rats, snakes and I am dreading anything to do with heights.
Biggest misconception you want to dispel?: I have been demonised over the years and so it will be nice to show people I am not nasty.
Role in camp: Lead on starting up plenty of campfire discussions.
Aside from your family, what will you miss the most whilst in camp?: A pint in the pub and the news.
Best & worst attributes: I hope to cheer people up when they are down. Worst? I am impatient and I do snore.
Dream camper: As a controversial political media figure, I never name names… But I am looking forward to meeting interesting people from all different fields
DANIELLE HAROLD
Claim to fame: EastEnders actress.
Phobias: Rats. I hate them!
Biggest misconception you want to dispel in the jungle?: I can be a little ditzy at times but I am definitely not a ‘dumb blonde’. I want to show I can do the trials, challenges and get stuck in.
Role in camp: Shoulder to cry on, help others if they are feeling low in camp.
Aside from family, what will you miss most whilst in camp?: Snacking. I am a little muncher and I am going to miss my morning cup of tea, too!
Best & worst attributes: I’d like to think I will be good if people are really struggling. I am not, however, very good at being bored, nor am I a morning person either.
Dream camper: Ed Sheeran. If he brings his guitar into camp, he can sing for us.
FRED SIRIEIX
Claim to fame: First Dates star.
Phobias: I am scared of everything. I am dying to find out how vile the food will be!
Biggest misconception you want to dispel in the jungle?: I don’t think there is anything but I am looking forward to learning more about myself during my time in the camp.
Role in camp: I will definitely muck in with all the jobs. I don’t mind cooking or cleaning the toilets.
Aside from your family, what will you miss the most whilst in camp? My bed. It’s super comfy. I will also miss a cup of coffee in the morning.
Best & worst attributes: I like to have fun but I do snore and I am impatient!
Dream camper: It’s going to be nice to meet everyone but I’d love to see Dolly Parton, The Rock or Snoop Dog in there.
NELLA ROSE
Claim to fame: YouTuber and Catfish UK star.
Phobias: I am fearful of everything!
Biggest misconception you want to dispel in the jungle? I am a pretty open book.
Role in camp: Keep the morale and humour high.
Aside from your family, what will you miss the most whilst in camp? My phone… I am always on it!
Dream camper: Alison Hammond or Adele.
NICK PICKARD
Claim to fame: Hollyoaks star.
Phobias: I am a bit scared of the dark. When you go to the House of Horrors at Halloween and things jump out at you, I am not very good when I can’t see!
Biggest misconception you want to dispel in the jungle: It will be nice to go in as me and not as my Hollyoaks character.
Role in camp: Grafter or chef, I am quite good at cooking. But I’ve never cooked on a fire before. Aside from family, what will you miss most whilst in camp: Football and my creature comforts.
Best & worst attributes: I’d like to think I am a nice person and a good team player. I am not lazy but I do have a few bad habits like picking my nose. My girlfriend has been trying to train me to stop!
Dream camper: Sir Alex Ferguson or Neil Warnock.
JAMIE LYNN SPEARS
Claim to fame: Zoey 101 and Sweet Magnolias star.
Phobias: I am scared of everything.
Biggest misconception you want to dispel in the jungle?: I think this is a nice chance to show who I really am.
Role in camp: Hopefully I will be the one who can support everyone.
Aside from family, what will you miss the most whilst in camp? A normal bathroom, air conditioning and my bed.
Best & worst attributes: I think my best quality is it takes a lot to hurt my feelings; but I am impatient and my family would say I get in a bad mood a lot.
Dream camper: Nicole Kidman, she is my favourite actress in the whole wide world, or Reece Witherspoon.
SAM THOMPSON
Claim to fame: Made In Chelsea star and radio presenter.
Phobias: I am not a creepy crawly guy and I hate anyone or anything touching my neck.
Biggest misconception you want to dispel in the jungle?: Since the age of 21, I’ve spent my whole life on TV and so I feel whether people have a good or bad opinion of me, it’s probably warranted!
Role in camp: I’m a ‘yes’ man so cooking, cleaning I will do whatever they want me to do.
Aside from family, what will you miss most whilst in camp?: I know this sounds lame but gaming.
Best & worst attributes: I’d like to think I am the court jester and I don’t take things too seriously, so if anyone is having a bad day I would like to put a smile on their face. Worst? I am quite forgetful and I am bad at focusing on things.
Dream camper: Stephen Fry. I think I would self-combust if he was going in the jungle!
JOSIE GIBSON
Claim to fame: This Morning presenter.
Phobias: Insects and I freeze every time I see a spider and I am not sure what I am going to do if I am in a trial with them!
Biggest misconception you want to dispel in the jungle?: I would like people to know I am very clever at knowing useless information!
Role in camp: Mum. I am very motherly and I also love chatting to people.
Aside from family, what will you miss most whilst in camp?: Getting up to blow dry my hair and putting a bit of make-up on!
Best & worst attributes: I am an optimist and I love meeting people from all walks of life. Worst? I can be quite nosey and I am worried about my temper if I am too hungry.
Dream camper: Dawn French, I love her.
MARVIN HUMES
Claim to fame: JLS star.
Phobias: Heights. I have pulled out of a skydive with JLS in the past because I was too scared!
Biggest misconception you want to dispel in the jungle: To show I am not just a member of a boy band. It will be nice for people to learn more about me.
Role in camp: I’d like to think I will be a shoulder to cry on and a mediator.
Aside from family, what will you miss most whilst in camp?: My fantasy football app! I am obsessed with it! Four weeks without music is a long time, too.
Best & worst attributes: I’ve got three children under the age of ten and you definitely need a lot of patience for that! Worst? Rochelle would probably say I get ‘hangry’ if I don’t have enough food.
Dream camper: Paddy McGuinness – I’ve done Soccer Aid with him before and I know he’s funny, he gets stuck in and he is hands on.
GRACE DENT
Claim to fame: MasterChef star and food critic.
Phobias: Horrible people.
Biggest misconception you want to dispel in the jungle: People think I am quite forthright and scary but I don’t think I am scary! Hopefully people will see this.
Role in camp: Shoulder to cry on and I am a practical cook so I can help out.
Aside from your family, what will you miss the most whilst in camp? My three cats and my make-up bag. I love a bit of glamour.
Best & worst attributes: I would like to think I am funny! My worst quality is lack of sleep. I like my sleep.
Dream camper: Queen Camilla. She would be very practical. And Madonna – she could perform tracks from her Greatest Hits tour!
