The marathon final of ITV1's I'm a Celebrity... Get Me Out of Here! was another monster ratings hit at 8.30pm on Friday as 9.1m viewers (39.4% share) saw Joe Swash crowned King of the Jungle.

The two-hour show peaked at 9.7m (41.8%) at 10pm. The commercial network's reality show was up by 86% on the channel's slot average for the year so far of 4.9m (22.3%).

Friday's final was up by nearly a million viewers on last year's show, which pulled in 8.2m (35.5%) on 30 November, 2008, in a 9pm slot. In 2006, the final delivered 9.5m (41.6%) on 1 December.

This year's run of the popular reality show, hosted by Ant and Dec, has been a big hit for the channel with a series average of 8.1m (33.6%), the most popular series since 2005.

Last year's run averaged 7m (29.4%) while in 2006 it gained a series average of 7.7m (33.3%). This year's series though was some way behind the 9.3m (39.6%) that saw the 2005 series.

This year's series once again managed to bring in both upmarket and younger viewers to the commercial network. Of those watching the show based in the Australian jungle, 37.1% were from the ABC1 demographic while 22.6% were aged between 16 and 34.

BBC1's best response, whilst I'm a Celebrity was on air, was Have I Got News for You with 4.4m (18.3%). The channel's following Gavin and Stacey at 9.30pm had 2.9m (12.2%).

BBC2, C4 and Five

There really wasn't much to separate the remaining terrestrial channels at 9pm. Five and Channel 4 were tied at the time. NCIS, on Five, had 1.3m (5.6%) while C4's Gordon Ramsay: Cookalong Live had 1.3m (5.3%). The C4 show then took 169,000 on C4+1 an hour later. A whisker behind was BBC2's The Barristers with 1.2m (5%)