'I'm A Celeb' receives 'posh' boost

Rex Features

The latest series of I'm A Celebrity... Get Me Out Of Here! recorded an increase in upmarket viewers.

Older and brainier contestants such as Esther Rantzen and Brian Paddick were featured on this year's show, and experts have claimed that this resulted in more middle-class people tuning in.

"This year's I'm A Celeb proved a bigger hit with upmarket viewers than last year," said industry journal Broadcast.

Ratings for this year's series, which was won last week by Joe Swash, averaged 8.3 million viewers per show.