The third instalment, which aired on ITV1 in the hour from 9pm, saw Katie Price unsuccessfully complete the Deathly Burrows bushtucker trial, while Lucy Benjamin and Jimmy White completed the latest celebrity chest.
The first episode opened with a respectable 9.76m (36.1%), while the second logged 9.39m (36.2%).
Just before the jungle antics, John Sergeant's latest On The Tourist Trail interested 3.18m (13.5%) from 8pm.
Over on BBC One, Holby City's latest offering, titled 'To Have And To Hold', had 5.8m (24.6%), before Around The World In 80 Days brought in 3.71m (15.4%).
Channel 4's edition of How To Look Good Naked averaged 1.71m (7.2%), then The Queen In 3D managed a mere 994k (4.1%). At 10pm, Gordon Ramsay's F Word slipped to 1.2m (7.3%) from last week's series high of 1.86m (7.8%).
James May's Toy Stories on BBC Two attracted 3.84m (16.2%), before Horizon grabbed 2m (8.3%).
Five's screening of Sea Patrol UK delivered 1.4m (5.9%). The channel's CSI marathon then began with 2.01m (8.3%) watching Miami from 9pm, while New York drew 1.37m (7.8%). Crime Scene Investigation then had 800k (8.8%) between 11pm and midnight.
Overall, ITV1 edged primetime with an average share of 22.7% to BBC One's 22.2%. BBC Two was third with 9.5%, followed by Channel 4's 5.4% (+1: 0.5%) and Five with 5.8%.
I'm A Celebrity Get Me Out Of Here Now! was the most-watched multichannel programme of the day with 810k (5%). Sky1's Stargate Universe had 589k (2.6%).
BARB ratings data supplied by Attentional