ITV dominated Saturday night viewing on the 8th January, scoring its biggest Saturday primetime audience since March 2021, thanks to some strong entertainment launches.

New series Ant and Dec’s Limitless Win, sponsored by, launched with 4.7 million overnight viewers, making it ITV’s biggest overnight audience in the slot since March 2021, when Saturday Night Takeaway aired and the country was in lockdown. The audience to the new format, which The Telegraph described as “the most viscerally thrilling big-money game show since Who Wants to Be a Millionaire? gripped the nation at the turn of the millennium”, peaked with a strong 5.2 million viewers, and it won its slot for all key demographics.

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The Masked Singer, sponsored by Camelot, attracted its biggest overnight audience of the series so far, with 4.8 million viewers tuning in to the third episode, and an audience peak of 5.7 million viewers.




Other strong entertainment performances on the night included Celebrity Catchphrase, sponsored by Simba, which attracted 3.7 million viewers, the show’s biggest overnight audience since April.


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Rounding off the evening, John Bishop launched his new show on ITV, The John Bishop Show, sponsored by Whyte & Mackay, with 2.8 million viewers.

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