The first episode of reality series I'm a Celebrity... Get Me Out of Here! has attracted 8.9 million viewers, beating everything else in its timeslot.
Radio DJ Toby Anstis has grown in popularity, one bookmaker says
The total compared to 6.1 million for BBC One's series finale of Spooks, but was less than Coronation Street or EastEnders earlier in the evening.
Last year, ITV1's I'm a Celebrity... began with an audience of 9.4 million.
DJ Toby Anstis is now favourite with bookmaker Ladbrokes, but singer Jason Donovan remains top at William Hill.
Viewers have voted for Liza Minnelli's estranged husband David Gest to be the next contestant to endure a "bushtucker trial".
It follows the failure of former newsreader Jan Leeming to complete her task, meaning only two meals were provided for the 10 celebrities in their hideaway in the Australian jungle.