An average audience of 5.49m (22.9%) watched the celebrity reality show between 7.15pm and 8.45pm, as well as 189,000 on ITV1 +1.
Clashing with BBC One's new gameshow Britain's Brightest, Splash! won its slot as Claire Balding's first primetime entertainment vehicle began with 4.88m (20.6%).
Encouragingly, the audience for the Vernon Kay-hosted Splash! grew to a peak of 6 million in the programme's last 15 minutes.
After Splash!, ITV retained 4.22m (17.4%) for Take Me Out, a series high for the Paddy McGuinness dating show, which also added 193k on timeshift.
However, the channel's audience dipped for The Jonathan Ross Show, which started a new run with 2.88m (13%) and 357k on +1.
Earlier on, coverage of the FA Cup third-round clash between Manchester United and West Ham scored 4.78m (24.3%) from 4.30pm.
Yet, BBC One still topped primetime with a 20% share over ITV1's 19% (+1: 0.8%), aided by impressive performances from Dale Winton's In It To Win It (5.11m/21.1%) and Casualty (5.17m/21.5%), as well as a 10pm repeat of Mrs Brown's Boys, which amused 4.1m (18.7%).
Channel 4's film double of The Day After Tomorrow and Inglourious Basterds achieved respective audiences of 1.6m (6.6%) from 7.45pm (+1: 424k) and 1.16m (8.2%) from 10pm (+1: 119k), giving the broadcaster an average primetime share of 6.2% (+1: 1.3%).
This, however, didn't stop BBC Two taking third place with 6.7%, even though Dad's Army was its most-watched broadcast with 2.04m (8.6%).
Celebrity Big Brother was Channel 5's only bright spark with 1.89m (8.5%), as the Richard Desmond broadcaster slipped to last place among the terrestrials with 4.7% (+1: 0.3%).
On the multichannels, BBC Four's Danish drama Borgen made a good start, with 970k (4%) for its 9pm debut.
BARB ratings data supplied by Attentional