Yahoo News I'm A Celebrity: Can ITV save the jungle show and stop viewers from switching off?
What impact has Nigel Farage had on I'm A Celebrity?
It is no secret that I’m A Celebrity's viewing figures have nosedived - with only a peak audience of 7.8 million tuning into the launch show compared to last year’s opening of 10m viewers.
While last year Matt Hancock came third on the show, the former Health Secretary made a late entrance into the jungle - unlike Nigel Farage who has been in the show since the beginning.
But TV and Entertainment PR for Press Box, Lynn Carratt, said the broadcaster isn't worrying behind the scenes. Ms Carratt told Yahoo News: "I don't believe ITV will be panicking anytime soon."
Viewers had been true to their word after threatening to boycott the jungle show when it was revealed TV bosses signed their most controversial contestant, former UKIP and Brexit Party leader Farage.
Questions have been raised over whether Farage is I'm A Celebrity's biggest mistake yet?
But things have been heating up in the jungle after Nella Rose had a furious row with Fred Sirieix when he playfully said he was old enough to be her father. So the attention seems to be off Farage, at least for now.
Nigel Farage
Farage made it clear in Tuesday’s episode that he is desperate to get as much airtime as possible as he was keen to do the Bushtucker trials, saying: "If you do the challenges, it's 25% of the airtime. I'm looking at reaching a whole new audience."
And ahead of his jungle stint, the former politician revealed he is keen to change the public’s perception of him and wants everyone to see him as a "nice guy".
The PR mastermind said while his appearance has impacted the viewing figures, it is "too late" for ITV to change their mind so the show must "carry on".
Ms Carratt said: "Obviously, the Nigel Farage boycott has affected viewing figures; many of the British public don't agree with his political views and don't agree with ITV giving him air time. Now he is in the jungle, it is too late to retract their decision and remove him so they have to carry on.
"Nigel himself will have entered I'm a Celebrity expecting a rocky ride, as he knows himself how deeply unpopular he is.
"Viewers obviously chose him to compete in the first Bushtucker trial 'Jungle Pizzeria' alongside YouTuber Nella Rose, and the pair brought home nine stars. No one was probably more surprised than Nigel when he got a reprieve for the second trial, as the audience yet again chose Nella to take part in it."
Viewing figures
I'm A Celebrity didn't return to our screens with a bang as viewers were down about two million, according to the ratings reports.
Ms Carratt shone a light on the latest of the ratings, saying: "The show produced by ITV studio-backed Lifted Entertainment will air for the next three weeks and is seen by many in the industry as the late-year ratings winner.
"Much has been made of the launch show's drop in ratings; according to Barb data, it lost more than two million viewers on Sunday's debut after a viewers boycott thanks to casting of Nigel Farage as a contestant.
"An average of seven million tuned in to watch the first episode, with ITV reporting a peak audience of 7.8 million compared to last year's launch show, which attracted over 10 million. The second episode was dealt another ratings blow, according to Overnights.TV and pulled in an average of 6.1 million viewers."
Although a lot has been said about the drop in ratings, the PR mastermind pointed out the reality show's successes when the figures are put into perspective.
Ms Carratt said: "The opening show was still ITV's most-watched episode since the 2022 launch, and it was top-viewed by the crucial 16-34 audience. It also beat the launch of BBC One's latest drama, Bost Story, which only attracted two million viewers."
She added: "I don't believe ITV will be panicking anytime soon."
Why ITV don't need to worry
As an avid watcher of the show, Ms Carratt said I'm A Celebrity - like many other reality shows - is a "slow burn" and people warm up to the series once they get to watch the contestants in the new environment.
Plus, the PR guru highlighted that hunger and missing home also amp up the drama in the Oz jungle series which of course spirals as the show goes on.
Ms Carratt explained: "Reality shows always tend to get off to slow burn while the contestants get to know each other, and the drama starts to build. In I'm a Celebrity, the longer the contestants are away from home, and the hungrier they become, the more sides of their personality start to come out.
"The dynamics of the group will then start to change, and the celebs will go up and down in estimation with the public."
And if Tuesday's episode was anything to go by, the drama is just beginning.
A lot of excitement has been swirling around the explosive row between Nella Rose and Fred Sirieix.
Ms Carratt added: "After her tete-a-tete with First Dates Fred Sirieix, it's Nella Rose that viewers seem to have turned on; during last night's episode, some Twitter users even went as far as accusing her of bullying the Frenchman.
"Due to medical reasons, she and Nigel were ruled out of the latest trial with Jamie-Lynn Spears who really seems to be struggling in there, chosen by viewers to compete in it."
As we know with the I'm A Celebrity format, there are two celebrities waiting in the wings to pull all the punches and ensure the show is a knockout.
Ms Carratt said: "Also, let's not forget ITV will be unleashing two new contestants into the jungle shortly in the form of jockey Frankie Dettori and boxer Tony Bellew, which will further add to the group dynamic.
"While I don't believe ITV has the mix of contestants quite right, I do think as the drama grows in camp, so will the viewing figures."
Read more: I'm A Celebrity
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