Gina Rio is now the runaway favourite to win the current series of Big Brother - with bookies facing a huge payout if she is crowned series champion.
The socialite began the series as rank outsider to win - and admitted herself that she thought she would last around 'two weeks' in the house.
However her dramatic turnaround in fortune has seen Ladbrokes offering odds of 8-11 on her taking the title when the series ends later this month.
That gives her a comfortable lead over second favourite Sam Evans at 7-4 - and could see bookies paying out around £60,000 if she wins.
"Gina's odds have collapsed and she's still being backed whatever the price," said Ladbrokes spokeswoman Jessica Bridge.
"We're barely taking a penny on any of the other housemates, so those punters who backed her at 100-1 must be rubbing their hands in glee."
Another housemate whose popularity has grown is Dexter Koh, who was also among the early outsiders - but is now the 8-1 third favourite to be voted winner.
Sophie Lawrence is a distant fourth favourite at 20-1, followed by twins Jack and Joe Glenny, and Charlie Travers at 33-1.
Meanwhile Hazel - who narrowly escaped eviction on Friday as Callum Knell left the house - remains the 50-1 outsider.
