The opening episode of the new series of I'm A Celebrity... Get Me Out of Here! attracted an average audience of 8.9 million people on Sunday night.
But the ITV1 show was outstripped by the Strictly Come Dancing results show, which pulled in 9.9m at its peak.
Its rival The X Factor, shown on Saturday night, was watched by 11.2m viewers as Daniel Evans was voted out.
Sunday's Antiques Roadshow exceeded 10m viewers as the show revealed its first £1m valuation, early figures said.
Early favourite
Actor Joe Swash faces the first bushtucker trial
ITV's celebrity endurance show attracted 8.7 million people to its opening show last year.
Set in the Australian jungle, this year's contestants include former tennis star Martina Navratilova, Star Trek actor George Takei and television presenter Esther Rantzen.
Ex-EastEnders actor Joe Swash has been installed as the early bookmakers' favourite to win the eighth series.
Swash, along with model Nicola McClean, became the first contestants to be picked by the public for a bushtucker trial.
The pair will go head-to-head in a test which will see them eat wichetty grubs, to be shown on Monday night's show.
The celebrities have been split into two separate camps, with Swash's team winning the right to better food and facilities.
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