Betting firms will take over £10 million in reality TV show bets over the next two weeks, according to one bookmaker.
William Hill states that the next fortnight will be the busiest of the year in terms of reality TV betting, due to the start of ITV1's I'm A Celebrity… and ongoing favourites such as Strictly Come Dancing and The X Factor.
Former EastEnder Joe Swash is the current favourite to win the jungle challenge at 7/2, but William Hill said that there is no "obvious standout yet".
Spokesperson for the firm Rupert Adams said that, after Christopher Biggins' surprise victory last year, bookmakers are hoping to recoup some losses on I'm A Celebrity… this time round.
"Biggins' win last year cost us dear and we are out to get our revenge this year," he said.
Meanwhile, Austin Healey remains favourite to triumph on Strictly Come Dancing, with Ladbrokes offering 5/4 on the rugby star.
Joe Sergeant is favourite to be the ninth evictee, but the bookmaker also offers 9/4 on Jodie Kidd and 6/1 on Christine Bleakley.
Betting firms will take over £10 million in reality TV show bets over the next two weeks, according to one bookmaker.