9.5 million viewers per episode.
Total reach 35M, 59% of UK.
Over 800 spots across the series.
Playing on tombola’s fun brand image, the idents feature seven personable CGI jungle bug characters. Having found a bag of contraband which contains the celebrities’ phones the critters proceed to ‘borrow’ the phones, and take to playing tombola arcade games for the duration of the show. The concept taps in to three key areas of the I’m A Celebrity experience: The bugs assume the role of viewers with a front row seat (akin to Gogglebox), often commenting on the show’s content, ‘extras’ when they participate in the Bushtucker Trials, and they also form a micro camp of seven very different characters and personalities all trying to get on in the jungle.