NBC’s "I’m A Celebrity…Get Me Out Of Here!" has invaded cable and online.
A four-episode marathon of the reality series’ first week on MTV Sunday averaged a 0.84 rating among people 12-34, improving its time period by 87%.
Propelled by a cross-platform partnership between MTV and NBC, the series was also the No. 1 show site on NBC.com last week, delivering 1.2 million people and 1.6 million video streams.
MTV will air a marathon of week two episodes on June 14.
"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 for MTV.
Added Ben Silverman, co-chairman of NBC Entertainment and Universal Media Studios: "Its great to see our cross platform partnership generate strong buzz and ratings. 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."