Maura Higgins made an instant impression just minutes after arriving in the camp.
The former Love Island star’s arrival on Thursday’s episode of I’m A Celebrity… Get Me Out Of Here! appears to have delivered a major ratings boost among younger viewers.
Maura, 33, had fans laughing with a series of sharp one-liners after entering the Jungle Junkyard alongside fellow newcomer Reverend Richard Coles.
Sources told MailOnline that Maura, together with social media favourite GK Barry, has helped send younger viewership for this year’s I’m A Celebrity soaring. Streaming figures on ITVX are already 21 per cent higher than for the previous series.
Thursday’s episode also secured a share of more than 70 per cent among 16- to 34-year-olds, a key demographic that ITV executives are continually seeking to attract.
A show source said: ‘Audiences aged 16 to 34 are one of the most sought-after demographics for broadcasters and streaming services, both for bringing new viewers to a programme and for driving online engagement and conversation.
Maura Higgins’ stint on I’m A Celebrity… Get Me Out Of Here! appears to have had an immediate impact, with her arrival on Thursday sparking a significant ratings boost
The former Love Island star entertained viewers with a run of ‘brilliant’ one-liners after moving into the Jungle Junkyard with fellow newcomer Reverend Richard Coles
‘Featuring popular names such as Maura, one of Love Island’s best-known alumni, and GK Barry, one of the UK’s most popular content creators, has proved hugely effective in attracting younger viewers while maintaining the show’s broad mainstream appeal.’
GK Barry has also proved a hit with I’m A Celebrity fans, prompting a sharp rise in the number of 16- to 34-year-old viewers during Sunday’s launch. Her screams during the Bushtucker Trials left some viewers ‘howling’ with laughter.
Maura already had a substantial following thanks to her memorable appearance on Love Island in 2019, which produced a succession of memes and viral moments.
The response marks a stark contrast with that of her rumoured flame Pete Wicks. Although the TOWIE star has impressed viewers during his time on Strictly Come Dancing, he has been tipped to leave the competition this weekend.
Pete, who has been linked with Maura on several occasions, narrowly escaped the dance-off during last week’s Blackpool Special. Ladbrokes odds list him as the 4/6 favourite to be eliminated on Sunday.
Montell Douglas is next at 3/1, followed by JB Gill at 4/1.
Before making her I’m A Celebrity debut, Maura insisted that she was single, despite being photographed kissing Pete during a night out. It has since been claimed that Pete has grown closer to his Strictly dance partner, Jowita Przystał.
Maura has already shown that she is not afraid to speak her mind, joking that the main camp ‘can starve for all she cares’ after she and Reverend Richard were given a secret mission.
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Sources told MailOnline that Maura, alongside social media favourite GK Barry, has helped drive a surge in younger viewers for this year’s I’m A Celebrity
The response contrasts with that of Maura’s rumoured flame Pete Wicks, who has impressed on Strictly Come Dancing but is the favourite to leave this weekend
When they arrived, Maura and Richard were sent to the Jungle Junkyard, a basic camp filled with overgrown greenery and none of the comforts available in the main camp.
But after speaking to Ant and Dec, they discovered that the situation was not quite as bleak as it first appeared. A luxurious double bed was revealed, a container opened to expose a large sofa, and a cargo box transformed into a bathtub filled with hot water, bubbles and bath salts.
The pair were then told to complete a series of missions to earn food at the Jungle Junkyard buffet. Their first challenge was to persuade the main camp that their conditions were terrible, with no bed to sleep in and only basic rations to eat.
Viewers hailed Maura and Richard as an ‘iconic duo’ as they pretended to endure the same unpleasant hardships as Melvin Odoom during a Jungle Wasteland challenge.
In reality, however, Melvin was being covered in offal and fish guts, while Maura and Richard were enjoying tea, sandwiches and a fruit platter.
They also successfully persuaded the main camp to give up one of its beds. Maura then brutally suggested that the campers should ‘burn it’, knowing that she and Richard already had a comfortable bed waiting for them.
After watching the pair meet for the first time and instantly bounce off each other, viewers quickly became invested in their unexpected friendship.
Fans took to X to share their reactions, with one writing: ‘Maura and Richard being an iconic duo I didn’t know I needed until they arrived on my TV two minutes ago. #ImACeleb.’
Viewers quickly embraced Maura and Richard after watching the pair meet for the first time and immediately hit it off
‘Jesus Christ. Sorry, Father.’ ‘I say Jesus Christ a lot too, it’s kind of my job.’ This duo are already iconic. #ImACeleb.’
‘#ImACeleb Maura and Reverend Richard Coles have brought so much life to the show. I had to laugh when she said ”Jesus Christ” in front of him. What an unexpected duo.’
‘We’ve had Maura and Reverend Richard Coles for literally five minutes and they’re already iconic. #ImACeleb.’
‘I take back every criticism I had. Pairing Reverend Richard with Maura is genius. #ImACeleb.’
‘I already love this Maura and Richard partnership. #ImACeleb #ImACelebrity.’
