Holly Willoughby is reportedly set to earn as much as £5 million a year thanks to a string of TV gigs.
Holly's due to renew her deal with ITV and it's claimed she could be getting paid as much as £5 million.
A source told the Daily Mail newspaper: "ITV want to make it clear that she is theirs and they are prepared to pay her for it. With the exception of Ant and Dec, Holly is their most popular and well-known presenter – and they see her as their main appeal to the female market.
"She has got herself in a place where she can ask for what she wants and ITV will pay her what she is worth. Negotiations on a new contract will start imminently."
Holly has proved a hit on I'm A Celebrity's new series, where she is standing in for absent Ant McPartlin for the year.
On signing up for the show earlier this year, Holly said: “I couldn’t be more excited to have been asked to stand alongside Dec for the next jungle adventure. I love Ant and want to send him my best wishes and support for a continued recovery. These are big shoes, not to fill, but just to keep warm for a little bit... "
Dec added of the news: “I am hugely grateful to Holly for agreeing to accompany me to Australia this year. She was at the top of my list and I’m thrilled she said yes. It will be a different kind of series but we will try our best to ensure it is no less fun and eventful for our loyal viewers."
Following I'm A Celebrity, Holly will return to TV in January when the new series of Dancing On Ice begins, co-hosted with Phillip Schofield.