'I'm a Celeb...', on air between 9pm and 10.30pm, trounced the results shows for both 'Strictly Come Dancing' and 'The X Factor', to take the primetime crown as the highest-rating show all day yesterday.
With an average of 11.6 million tuning in to see the new line-up of celebrities, which included Westlife heartthrob Kian Egan and Olympic gold-medal winner Rebecca Adlington, the show completed a strong Sunday night line-up for a resurgent ITV.
'The X Factor Results', broadcast in the 8pm to 9pm slot on ITV, recorded a 9.3 million average and a 34 per cent audience share. The show featured the exit of popular contestant Sam Callahan after a final showdown against fellow boy's category contestant Luke Friend.
'Strictly Come Dancing: The Results', which was broadcast between 7.15pm and 8pm on BBC One, pulled in an average of 9.6 million viewers, a 34.7 per cent share of audience.
Following a head-to-head dance off against the comedy actor Mark Benton, the former Bond girl Fiona Fullerton exited the dance competition.
The results shows were the second- and third-highest audiences after 'I'm A Celebrity' last night.
Elsewhere, the highest-rated show on BBC Two was 'Great Continental Railway Journeys' presented by the former Conservative MP Michael Portillo, which pulled in 2.4 million viewers from 8pm to 9pm, an 8.6 per cent share of total audience.
'Homeland' had a good showing on Channel 4 with a 1.7 million average viewing figure and a 6.5 per cent share from 9pm to 10pm.
Channel 5's highest rated programme during last night's schedule was the film 'Lucky Christmas', with 1.1 million viewers and a 4.9 million average share of audience.
'I'm A Celeb..." kicked off with the snooker legend Steve Davies, 'Emmerdale' star Lucy Pargeter, 'Fresh Prince of Bell Air' actor Alfonso Ribeiro, and 'The Only Way Is Essex' regular Joey Essex, all attempting a tandem parachute jump from helicopters, followed by a hunt for contestants to complete their teams.
Form the first episode, the early standout star looks to be Channel 5 presenter Matthew Wright, who burst into tears following the first 'Bush Tucker' trial of the series, involving pythons and cockroaches.