A fly-on-the-wall TV show about the staff and crew on board a Princess Cruises ship attracted an audience of 3.1 million when it aired last week.

The Cruise Ship, set onboard Royal Princess (pictured), aired on Friday evening on ITV.

Paul Ludlow, UK and Europe managing director of the line, said he was pleased that just over 16% of the total UK audience opted to watch the show.

“Other than soap operas and Masterchef, The Cruise Ship was the most watched show on TV,” he said. “We had 3.1 million viewers and on top of that a lot of people will be watching it on demand.

“During the first 48 hours after the show aired there were more than 1,000 tweets relating to the show, and then with retweets that means we created 1.2 million impressions in total. People were really engaged with the show and that’s great to see.”

The line also ran a consumer competition which attracted 5,500 entries.

Ludlow praised agents who were capitalising off the back of the show. “We have seen some agents who have been tweeting about it and in conversation with their customers on Twitter,” he said. “Others have been emailing to their client base and that’s great. Hopefully it is fruitful for them.

“We have had tremendous support from agents.”

He added that social media reflected “extreme views” and that was to be expected when putting together something as large and impressionable as a TV show.