As any fan of I'm A Celeb 2014 will know, Peter Andre has been a much a part of the show as anyone - and it's all thanks to those jungle-themed Iceland promo clips, which are aired at the beginning and end of every ad break.

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Which, being as this is an ITV show, there are a lot of.

So you'd think, as the face of the programme's sponsor and an ex-contestant, Peter Andre would be hooked on the reality show.

But, in a shocking new admission, the dad-of-three has revealed he just hasn't got time to watch the ITV programme.

"I have to admit, this is the first series of I'm A Celeb I haven't watched," Pete revealed in his weekly new! magazine column.

"Between working, travelling and spending time with the kids, I haven't had time. And now it's over halfway through, I think I'd struggle to get into it."

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We're not sure this is the best time for the 41-year-old to be admitting such things - especially as, just a few weeks ago, hundreds of angry people called for him to be FIRED after he claimed to be 'embarrassed' about his role as an Iceland ambassador.

While sat on the panel of Keith Lemon's Celebrity Juice, Pete said to singer Olly Murs: "There's no need to be embarrassed [for winning Rear Of The Year] dude - I'm in an Iceland advert!"

He was later forced to issue a grovelling apology for his faux pas, confessing: "It was completely tongue in cheek, but some took it the wrong way and called for me to be sacked as the face of the brand.

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"First of all, I sincerely apologise if it upset anyone. I knew Keith and the team were going to banter me for doing the ads, so I just got in there first.

"I'm extremely proud to be the Iceland ambassador and we've all had a great response from the ads."

It definitely seemed to do the trick with his employers; responding to one person's tweet demanding Pete be fired, Iceland wrote: "He was just joking, it's the nature of the show, he's a top bloke."