This Morning presenter Holly Willoughby "couldn't look" during a major change to the show's Spin to Win segment.
The popular competition is held every day on the hit breakfast show and sees a large arcade-style wheel descend from above the studio, adorned with varying amounts of cash.
Viewers can enter to play the game and if called by This Morning's Holly and Phillip Schofield, they must answer the phone by stating the day's correct pass phrase in order to spin the wheel.
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But today saw a major difference, with the addition of a tombola game, filled with balls printed with cash amounts.
Viewer Anne, from Doncaster, made it through to play and told Holly and Phil she had "entered every day".
Holly said: "You have a choice today between the wheel and the tombola balls."
Anne chose to play the tombola, with Holly quipping: "She wants the balls."
Phil said: "Who wouldn't? I think the balls are going to be very popular."
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Holly handled the tombola and Anne won £1,000.
But Phil then spun the wheel to see what she would have won if she'd chosen to go ahead with playing the regular Spin to Win wheel.
Holly said she "couldn't look" as Phil spun the wheel.
It landed on the top prize of £3,000.
Holly was shocked but comforted Anne by saying: "You made history today, Anne. You were the first person to rummage in the balls and you've won £1,000."
*This Morning airs weekdays on ITV from 10am
