The I'm a Celebrity... Get Me Out of Here! grand finale drew 9.45m (40.4%) between 9.30pm and 10.30pm, adding 365,000 on ITV1 +1.
Meanwhile, ITV2 spinoff I'm a Celebrity... Get Me Out of Here! NOW! concluded with 1.37m (8.2%) and 153k on timeshift, easily topping the multichannel ratings.
The main show's figures are down 300k on last year's finale and nearly 3m on Stacey Solomon's victory in 2010.
Strictly Come Dancing topped the night for BBC One with 9.89m (41.7%) at 6.45pm, while Merlin mustered 5.53m (22.9%) at 8pm.
The X Factor preceded I'm a Celeb with 7.55m (32.3%) from 8pm (+1: 246k), after which The Xtra Factor appealed to 183k (0.8%) on ITV2.
Before The X Factor, Take Me Out entertained 2.69m (11.8%) from 6.30pm, adding 198k on +1. Take Me Out: The Gossip took 376k (4%) at 11.30pm.
Boxing on 5 secured 1.25m (5.7%) at 9pm, while 1.46m (6.1%) watched QI XL on BBC Two and 989k (4.7%) caught Channel 4's screening of Star Trek.
Overall, ITV1 led primetime with 26.9% (+1: 1%), beating BBC One's 23.6%. BBC Two claimed third place with 5%, ahead of Channel 5's 4.2% (+1: 0.4%), and Channel 4's 3.2% (+1: 0.6%).
BARB ratings data supplied by Attentional