Despite being voted for - and failing - every Im A Celebrity bushtucker trial so far, Helen Flanagan is one of the favourites to win the show.
Helen has been subject to a flurry of bets made by men in the last 48hrs according to Ladbrokes.
Her odds have been repeatedly slashed since Tuesday when she was a 20/1 shot, and it would appear to be more than coincidence that the 75% of the bets struck have come male accounts around the same time Helen is pictured wearing a bikini.
Helen's now the clear second favourite at 4/1 in the betting, behind Brian Conley at 9/4. Darts champ Eric Bristow and Eastenders star Charlie Brooks are also in with a shot, as well as boxer David Haye.
Unfortunately for newbies Limahl (20/1) and Rosemary (25/1) their entrance to the jungle appears to have had little impact on the outright market.
Jessica Bridge of Ladbrokes said: "It seems the only clothes Helen has taken into the jungle are her bikinis, so it comes as no surprise to us that men all over the UK are now backing Helen to win."
At the other end of the scale and Pussycat Doll Ashley Roberts remains the favourite to be the first celebrity to leave camp when the eliminations begin next week.
Also tipped for an early exit are Tory MP Nadine Dorries and Doctor Who actor Colin Baker.
[cat c="i'm a celebrity"]I'm A Celebrity Get Me Out Of Here[/cat] airs tonight on ITV1 from 8:30PM