Jordan North is already clear favourite to win I’m A Celebrity...Get Me Out of Here after thousands of bets have been placed on the Radio 1 DJ.
He’s now 7/4 to win the show, which is an implied chance of 36%.
The 30-year-old was a 5/1 chance before the first episode aired on Sunday, and his odds have been in freefall since.
By Monday, he had been backed into as short as 11/4 from 7/2 over the course of the episode.
On Tuesday, his odds contracted further and he finished the night at the 2/1 mark, making him favourite for the first time.
Throughout the day today his odds have tumbled further and he is now the firm favourite at 7/4.
Viewers have taken to the endearing Burnley fan, who has been the star of the show so far, proving to be great entertainment in the trials.
Former EastEnders star Shane Ritchie was heavily supported on the opening night, being backed into as short as 2/1.
But bookies have eased his price since Jordan has taken centre stage.
Shane is now a best price of 3/1, sitting second in the market.
The chirpy Londoner is also the second most backed contestant through oddschecker, with 17% of bets since yesterday.
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Beverley Callard is also in with a shot at winning the show, as the Corrie legend has halved in price over the course of the week.
She’s now a 10/1 shot, having been 20/1 on Sunday.
After securing 10 stars in the eating challenge on Tuesday night, she’s thrust herself towards the front of the betting market, even though she was one of the outsiders when the market first opened.
Elsewhere in the market, Vernon Kay is a 6/1 shot. The former All Star Family Fortunes presenter has remained solid in the betting, with his price the same as it was on the opening night.
Mo Farah is next in the market at 15/2, however there is a standout 10/1 available on the four-time Olympic gold medallist.
*I'm A Celebrity...Get Me Out Of Here continues at 9pm on ITV tonight
