We present a tidal model for treating the rotational evolution in the general three-body problem with arbitrary viscosities, in which all the masses are considered to be extended and all the tidal interactions between pairs are taken into account. Based on the creep tide theory, we present a set of differential equations that describes the rotational evolution of each body, in a formalism that is easily extensible to the N tidally interacting body problem. We apply our model to the case of a circumbinary planet and use a Kepler-38 like binary system as a working example. We find that, in this low planetary eccentricity case, the most likely final stationary rotation state is the 1:1 spin–orbit resonance, considering an arbitrary planetary viscosity inside the estimated range for the Solar System planets. The timescales for reaching the equilibrium state are expected to be approximately millions of years for stiff bodies but can be longer than the age of the system for planets with a large gaseous component. We derive analytical expressions for the mean rotational stationary state, based on high-order power series of the ratio of the semimajor axes a1∕a2 and low-order expansions of the eccentricities. These are found to very accurately reproduce the mean behaviour of the low-eccentric numerical integrations for arbitrary planetary relaxation factors, and up to a1∕a2 ~ 0.4. Our analytical model is used to predict the stationary rotation of the Kepler circumbinary planets and we find that most of them are probably rotating in a subsynchronous state, although the synchrony shift is much less important than our previous estimations. We present a comparison of our results with those obtained with the Constant Time Lag and find that, as opposed to the assumptions in our previous works, the cross torques have a non-negligible net secular contribution, and must be taken into account when computing the tides over each body in an N-extended-body system from an arbitrary reference frame. These torques are naturally taken into account in the creep theory. In addition to this, the latter formalism considers more realistic rheology that proved to reduce to the Constant Time Lag model in the gaseous limit and also allows several additional relevant physical phenomena to be studied.