I agree. It's also going to gain traction throughout the day. They've technically got free advertising across all the newspapers, the breakfast shows, and now continuing on any live debate shows and the news output throughout the day to lead into their 9pm show. I don't actually think anticipation would have been quite as high for it had it already gone out in an early morning slot and people were slowly catching up with it on ITV Hub throughout the day. This is one of those situations where the drip feed of clips and analysis throughout the day is actually going to make people want to tune in - to see "what all the fuss is about" as it were, and make their own judgement on quotes and answers in context.
I'm definitely finding that people in general seem to "care" a lot more about it today - whoever they side with. Yesterday, it was just a media obsession and there wasn't much general anticipation for it in the UK. Today, everyone seems to actually be invested and talking about it on social media and beyond.
Meanwhile, the continuing appalling plight of Nazanin Zaghari-Ratcliffe, and her husband's protest outside the Iranian Embassy goes by largley unreported.
Still, that's the media for you....