Sam Fox and Gino D’Acampo taking part in the first Bushtucker Trial helped I’m A Celebrity… Get Me Out Of Here! to a record opening audience of 10.7 million viewers.
Viewing figures for the first show of the new series were the best opening show ratings for more than five years, ITV said.
The ninth series drew an average of 9.8 million viewers, up from last year’s 9.6 million and the best since the 10.1 million who watched the start of the third series in January 2004.
The programme peaked with 10.7 million viewers watching Sunday night’s show.
An ITV spokesman said: “We’re delighted that so many viewers enjoyed a great weekend of television on ITV1 – after a fantastic week in which new drama Collision outperformed every other channel at 9pm.
“The X Factor continues to go from strength to strength, and I’m A Celebrity… made a terrific start to the ninth series with the best launch ratings since 2004.”
Five-night drama Collision won its 9pm slot on every night of last week.