Viewers Flocked To The Aussie Jungle In 2021.
- Highest EVER commercial shares.
- 46.1% commercial share in under 50s, 44.1% in 25 to 54s.
- More than double the audience in 25 to 54s than its closest competitor.
- 133% bigger audience than the Big Bash, 200% bigger in under 50s.
- #1 show on demand.
- Won its timeslot EVERY single night.
The seventh season of I’m A Celebrity… Get Me Out Of Here! has once again cemented its position as the #1 summer entertainment show boasting an average national total audience of 1.11 million viewers across the season, achieving its highest commercial shares ever.
Set in the Aussie jungle and hosted by Julia Morris and Dr. Chris Brown, viewers returned night after night to watch the home-grown creepy crawlies, critters and celebrities tough it out, delivering plenty of fun, warmth, laughter and family entertainment.
Aussie Jungle Highlights Of The 2021 Season Included:
- National total average audience (including seven-day TV and broadcast video on-demand): 1.11 million viewers.
- Capital city total average audience: 852,000.
- National TV average audience: 1.04 million.
- Capital TV average audience: 775,000.
- 10 Play (seven-day BVOD) average audience: 62,000, biggest ever BVOD audience, up 17%.
I’m A Celebrity… Get Me Out Of Here! reached 8.17 million people nationally and posted record commercial shares, including in under 50s and all key demographics (16 to 39s and 25 to 54s):
- Under 50s: 46.1%, up 6.9 points year-on-year.
- 25 to 54s: 44.1%, up 7.3 points year-on-year.
- 16 to 39s: 42.6%, up 9.0 points year-on-year.
Aussie jungle fever was rife on social media, with the series trending every single night on Twitter and over 520,000 likes on Tik Tok.
Chief Content Officer and Executive Vice President, ViacomCBS Australia and New Zealand, Beverley McGarvey, said: “The unbridled success of I’m A Celebrity… Get Me Out Of Here! reiterated that the landscape of summer viewing has changed forever.
“Its dominance across all platforms, in its timeslot in total people, under 50s and in all key demographics, night after night proved unrivalled. Achieving its highest ever commercial shares and achieving its biggest total audience since 2017, it cemented itself as the #1 summer entertainment television event.
“It has been wonderful to see how viewers reacted and engaged with our celebrities. It provided much needed laughter, warmth and family fun in these tougher times. It was escapism at its best.”
Last night’s I’m A Celebrity… Get Me Out of Here! The Winner Announced which saw Abbie Chatfield crowned the Queen of the Aussie jungle and win $100,000 for her charity, was watched by an average national audience of 1.23 million, peaking at 1.39 million.
Plus, I’m A Celebrity… Get Me Out Of Here! Grand Finale saw more than 1.08 million national viewers tuning in, achieving its biggest finale shares ever.
McGarvey said: “I want to thank our hardworking cast and crew for their commitment and passion, our incredibly talented hosts Julia Morris and Dr. Chris Brown, the wonderful team at ITV Studios Australia and everyone at Network 10, especially our executive producers Stephen Tate and Tim Ali, for their incredible efforts. Congratulations on another amazing season.
“And of course, who could forget our very brave celebrities who survived one of the toughest ‘jungles’ in the world. And congratulations to Abbie for being crowned the Queen of the Aussie jungle.”
This season of I’m A Celebrity… Get Me Out Of Here! also boasted a myriad of seamless, premium, and inimitable integrations and welcomed a record number of sponsors to the show.
Chief Sales Officer, ViacomCBS Australia and New Zealand, Rod Prosser, said: “I’m A Celebrity… Get Me Out Of Here! has proved, yet again, that it is a lucrative summer entertainment alternative for brands and advertisers.
“No other show can deliver the scale and creativity of integration that I’m A Celebrity… Get Me Out Of Here! has delivered this season. It is one of the most malleable formats on Australian television for sponsors to work with devoid of the constraints associated with some sporting codes.
“I would like to extend my sincere thanks to our sponsors BCF, McDonald’s, Plush, Mitsubishi, Oz Lotto, Youfoodz, Origin, Bedshed, Carnival, Youi and all our other partners for giving us the opportunity to turbo charge their brands with content that is relevant and authentic, only further complementing the viewer experience.
“Our sponsors committed to the biggest summer entertainment event in this country. And, we are delighted that we have been able to provide the best springboard for them and their brands in 2021.”
Ben McConnell, General Manager Marketing & Ecommerce, BCF, said: “With the show being filmed in Australia this year, it was such a natural fit for us and our customers over the summer period. We have loved seeing our outdoor gear being used in such a fun and innovative way throughout the show.”
Jen Lyons, Senior Marketing Manager the Lott, Tabcorp, said: “It’s been great to see all of the Big. Aussie. Fun. and adventures the Celebrities have gotten up to throughout this season of I’m A Celebrity… Get Me Out Of Here!. To have Oz Lotto integrated throughout the season has been great. We couldn’t be happier with how this partnership has come to life.”
Jeremey Weiss, Group Manager, Marketing and Third Party Sales, Origin Energy, added: “Origin are thrilled with the incredible success of I’m A Celebrity… Get Me Out of Here!. The program delivered some good old-fashioned family friendly entertainment, and the ratings proved this is what people are looking for right now.
“Through our partnership with the program, 10 ViacomCBS have helped us to bring to life, in a fun way, the type of good energy we try and bring to customers every day when they move house with us,” he said.
And, Simon Jarvis, Youfoodz CMO, said: “Working with the 10 ViacomCBS Effect team for the I’m a Celebrity… Get Me Out Of Here! in-show activation was a seamless process from concept to execution. We had direct and consistent communications with the team to get our product exposure to the standard we needed.
“Within the first week of our activation appearing in the program, we saw a considerable increase of new visitors, helping drive conversions and achieve KPIs for the week in review. Overall, this activation delivered a strong and positive impact for Youfoodz weekly performance,” he said.
And, if you missed any episodes of I’m A Celebrity… Get Me Out Of Here! you can catch all these on demand on 10 Play.
Source: OzTAM 5 City Metro, Regional TAM, OzTAM National VPM, 6pm to 10.30pm, Jan 1-31. Big Bash on Network 7 2020-21 season average vs. IAC series average, Overnight. Reach based on Network 10, includes encores. Series audience and commercial shares based on Consolidated 7.