I'm A Celebrity... Get Me Out of Here fans admitted they felt "deceived" as they noticed a change to the show in its first half an hour.
As hosts Ant McPartlin and Dec Donnelly introduced the first five celebrities to viewers at home, fans noticed a huge change to the set up this year. Already t his year's first 10 celebrities have started to make their way into the jungle.
They include Boy George, Sue Cleaver, Owen Warner, Scarlette Douglas, Mike Tindall, Charlene White, Chris Moyles, Jill Scott, Babatúndé Aléshé and Olivia Attwood, with Tory MP Matt Hancock set to join at a later date.
However, fans of the ITV show took to Twitter to share their frustration as they noticed the regular adverts had returned - after thirty minutes without any when the show first kicked off. However, annoyed fans fumed as the adverts soon returned.
"30 mins they forgot ads existed and now we’ve had 3 in 20 mins #ImACeleb," one frustrated fan wrote, whilst a second added: "they went 30 mins without an ad break..now there every 5 mins #ImACeleb."
A third shared: "30 minutes without ads and now we can’t go 5 minutes?? #imaceleb #ImACelebrity."
"Knew 28 minutes without an ad break was a one off.. #ImACeleb #IAC," a fourth penned, with a fifth adding: "ITV gave us our first half an hour ad free then said f*** you for the second half an hour #ImACeleb."
Others took to social media to fume over the number of adverts as they begged for there to be less.
One wrote: "Not one to complain about ads but have we not JUST HAD ONE FOR F*** SAKE #ImACeleb," as another wrote: "The f***ing ads on this show. Are we ever going to meet the other 5 celebs?! #ImACeleb."
"Enduring the endless Christmas ads for another 5 minutes of entertainment #ImACeleb," one penned.
I'm A Celebrity returned to Australia for the first time in three years, with Ant sharing previously: "The plan is, we’re going back to Australia, we don’t want to go elsewhere. It’s got to go back to it. Back to its spiritual home, back to where it all started. Everyone wants to see a bit of sunshine at that time of year on the telly."
