Channel 10 confirmed this week it will be renewing I’m a Celebrity… Get Me Out of Here! despite poor ratings compared to its rivals Married At First Sight and MKR.
And in a statement to TV Tonight on Thursday, a network spokesperson defended the decision, saying the show ‘continues [to do] well’ in crucial advertising markets.
In fact, Channel 10 promises the 2020 season will be ‘bigger and better’ than this year’s comparatively shorter run.
The network acknowledged I’m A Celebrity’s ‘numbers have dipped’ when compared to MAFS and MKR, reflecting Tuesday’s metro audience of just 550,000 viewers.
But it nonetheless had a strong start, premiering to 1,098,000 viewers on January 13 – before Seven and Nine launched their own rival entertainment shows.
The spokesperson added: ‘This is a show that has shown growth in ratings… and is performing very well in our under 50s demographic.’
They continued: ‘It launched against two massive sporting weeks and outperformed the cricket on every clash and competed strongly with the tennis, beating it five out of nine nights!
‘Since the reality big guns have started it has lost some overnight viewers as we expected but continues doing well in demographics and exceptionally well on our digital services.’