Channel 10’s hot summer ratings could lead to bigger things in 2021


Momentum is a powerful thing in the world of television and channel 10 is the clear leader out-of-the-gate this year… but can they keep it up?

Paulini Curuenavuli (image - 10)
Paulini Curuenavuli (image – 10)

Even if you haven’t been paying too much attention to your TV screen this summer, there’s no doubt you’re aware a group of celebrities are taking part in a TV show set in the (not) jungle.

I’m A Celebrity Get Me Out Of Here! has not only dominated the ratings, but has also dominated news websites.

Just yesterday The Daily Mail had at least seven stories about the series on its front page, with 4 grouped together in the sidebar.

The Daily Mail grouped 4 IAC stories together on Thursday 14 Jan 2021

Magazines are clamouring to find new angles on the camp mates.

Basically, IAC is the hottest property in Australia right now.

It’s been a clear strategy by 10 to start the year off early, with a bang. And this year the planets have aligned to give IAC pride-and-place of our television viewing habits.

Each night, the show is the #1 entertainment show and has lifted 10’s primary channel share to the point where it even beat Channel 9. According to the number crunchers at 10, the series is achieving its biggest audience since 2017 and its highest commercial shares ever.

This year the Series Total Audience is 889,000 viewers, up 4% compared with the 2020 series average and the show is #1 in its timeslot in total people, under 50s and all key demos.

In a world of diminishing audiences, that’s really impressive.

Head of Programming, 10 ViacomCBS, Daniel Monaghan, told TV Blackbox:

“We’re thrilled with how I’m A Celebrity… Get Me Out Of Here! is performing.

“It is achieving its highest ever commercial shares and is achieving its biggest total audience since 2017. And, it continues to dominate its timeslot in total people, under 50s and all key demos, beating all its competitors.

The big question is: what is it about this season that’s connecting with audiences?

There is no doubt this is one of the best casts the show has ever had. The range of characters is diverse but they somehow work together really well. Toni Pearen and Ash Williams are the standouts but are well supported by a group of celebrities who are all holding their own (with special mentions to Grant Denyer and Abbie Chatfield).

As Monaghan continues:

“It has been fantastic to see how viewers have reacted and engaged with our celebrities. It is providing much needed fun, laughter and humour in these tougher times and is escapism at its best.

“But, it’s not over yet. We still have some more celebrities joining the Aussie jungle and plenty in store for our brave campmates.”

The key for 10 is to keep the momentum going in what will become a very competitive market.

Seven is set to launch Holey Moley on Feb 1 up against 10’s Amazing Race. Nine will be airing some Who Wants To Be A Millionaire specials to fill its schedule up until the delayed Australian Open starts on Feb 8.

Then it will really be game on.

Nine will come out after that with an all new season of Married At First Sight. 10 will need to counter the audience appetite for that show and the big promotional push Holey Moley has been receiving.

Holey Moley is Seven’s big hope for the start of 2021 (iStills Photography By Paul A. Broben)

It will be tough, but 10 are in the best position they’ve been in years.

By all accounts The Amazing Race ticks all the boxes and is great entertainment and sources have told TV Blackbox that upcoming game show The Cube with Andy Lee is compelling television. We’ve heard stories of production staff glued to the monitors as the recordings have taken place. Apparently, this is addictive television like we’ve never seen before.

Andy Lee will host The Cube for Channel 10 (image – 10)

While last year certainly was problematic for 10 in the ratings race, there were bright spots including MasterChef (which defied all logic and built its audience despite losing the original judges) and The Masked Singer (which had to deal with COVID-19 production issues).

To be successful, a network needs a solid foundation and 10 have slowly been rebuilding their schedule brick-by-brick. So it’s going to be interesting to see how they go this year.

When all the networks are strong the ultimate winner is the viewer.

Robert McKnight
"Leading TV commentator" - The Daily Telegraph. "Known for his impeccable sources in the TV industry" - The Daily Mail. Robert McKnight is a highly regarded Australian Television Producer having worked at SEVEN, NINE and TEN during his 25 years in the industry. Publicly he is most well-known for creating and producing STUDIO 10 but has worked on SUNRISE, THE MORNING SHOW plus other prime time productions in addition to creating award-winning news campaigns for both 7NEWS and 9NEWS. Currently Rob is the host and producer of the TV BLACKBOX, MCKNIGHT TONIGHT and MONSTERS WHO MURDER podcasts plus host & executive producer of the video streaming show THE BEN, ROB & ROBBO SHOW.


  1. Yep, really excited for The Cube and 10’s Amazing Race ads look very exciting promising. Holey Moley should probably have not been put up against Race…


Please enter your comment!
Please enter your name here




Featured Stories

Foxtel announces expansion of Lifestyle programming featuring new Australian series The Repair Shop and Selling In The City

LifeStyle’s local content offering will expand with additional local commissions commencing production this year, including new formats Selling In The City and The Repair Shop;the next chapter in Foxtel’s Find Me… series, Find My Dream Home; and the return of Selling Houses Australia.





FIRST LOOK: Tasmanian mystery drama THE TAILINGS to premiere on SBS On Demand

A captivating mystery that transports viewers to a remote town nestled amidst the eerie and hauntingly beautiful West Coast Tasmanian mountains, The Tailings explores the experience of two women confronting the paradoxical layers of grief.

Fish Out Of Water: SHAYNA JACK this week on Australian Story

Jack was aspiring to make the team for the next Olympic Games and a stellar career beckoned. But the moment she received the result, she went from a promising young swimmer to persona non grata in the pool.
%d bloggers like this: