via MTV press release:
NBC & MTV VIEWERS CAN’T GET ENOUGH OF ‘I’M A CELEBRITY…GET ME OUT OF HERE!’
MTV’S WEEK ONE MARATHON INCREASES SUNDAY TIME PERIOD BY 87%
SERIES IS NBC.COM’S #1 SHOW SITE WITH OVER 1.2 MILLION USERS AND 1.6 MILLION VIDEO STREAMS
Santa Monica, CA and Universal City, CA – June 10, 2009 – The water cooler buzz on Speidi hit new heights this past weekend as fans proved they could not get enough of “I’m A Celebrity…Get Me Out Of Here!” The four-episode marathon of week one of the popular NBC series, which included bonus footage, aired on MTV Sunday, June 7 from 12 p.m -5:30 p.m. (ET/PT) and averaged a 0.84 P12-34 rating improving its time period by 87% (NMR. L+SD Cvg Rating).
Building off all the pop culture buzz and excitement, MTV and NBC’s unique cross-platform partnership launched a new programming model and provided fans an enhanced viewing experience not only on air but also online at NBC.com where the series was the #1 show site last week with 1.2 million people checking in online, delivering over 1.6 million video streams.
“I’m a Celebrity…Get Me Out of Here!” has also been generating competitive results throughout its run on NBC, including time-period victories in adults 18-49 on June 2 and June 4. On Monday, June 8, the fifth episode of the series (2.1 rating, 7 share in adults 18-49, 5.2 million viewers overall) scored the show’s highest results since its second telecast on the prior Tuesday.
“I’m thrilled that this exciting partnership and new programming model was successful for both MTV and NBC. The drama around Heidi and Spencer exploded in pop culture last week, and our viewers came to MTV on Sunday to check it all out again,” said Tony DiSanto, President of Programming, MTV.
“Its great to see our cross platform partnership generate strong buzz and ratings,” added Ben Silverman, Co-Chairman, NBC Entertainment and Universal Media Studios. “Utilizing unique marketing and content sharing, we continue to evolve the model of how to create events that live beyond a single medium or channel and are part of the water cooler conversation.”
On the Monday, June 8 episode, Holly Montag (MTV’s “The Hills”), the sister of contestant Heidi Pratt, was the newest addition to the celebrities currently competing in the Costa Rican jungle for charity after her sister left due to illness along with husband, Spencer.
Montag, who will be playing for the Adaptive Sports Center, joins the remaining celebrities in the jungle including actor Stephen Baldwin and his brother Daniel Baldwin, Patti Blagojevich (wife of former Illinois Governor Rod Blagojevich), Janice Dickinson (“America’s Next Top Model”), actor Lou Diamond Phillips, Sanjaya Malakar (“American Idol”), NBA great John Salley and WWE wrestler Torrie Wilson.
Co-hosted by former MTV TRL VJ Damien Fahey and past UK participant Myleene Klass, “I’m A Celebrity…Get Me Out Of Here!” airs a two-hour episode on NBC tonight, Wednesday, June 10 from 8-10 p.m. ET/PT and continues Thursday, June 11 (8-9 p.m.). On Sunday, MTV will air a marathon of week two episodes. The NBC finale airs June 24.
“I’m A Celebrity…Get Me Out Of Here” is the ultimate Swiss Family Robinson as celebrities are dropped into the heart of the jungle to face fun and comedic challenges designed to test their survival skills. America is the puppet master, controlling their favorites by putting them into challenges and tasks to win food, supplies and luxury items. In each episode, friendships will be tested, hilarity will ensue and viewers will decide which celebrities stay or leave. While all participants will be playing for their favorite charities, the last remaining star will be crowned King or Queen of the Jungle, winning the largest share of the prize for donation.
The series is produced by ITV Studios (formerly known as Granada America). Jayson Dinsmore, Chris Brogden and Natalka Znak serve as executive producers. Michael Brooks, Tamsin Dodgson and Rachel Watson are the co-executive producers.