Cocky Celebrity Big Brother contestant David McIntosh - fiance of Kelly Brook - is proving a turn-off for punters, with a huge increase in his odds at the bookies in the space of just a few hours.
The former Royal Marine, who found a measure of TV fame in a revival of the series Gladiators, saw his chances of winning the show collapse from 8-1 as he entered the house last night to just 50-1 this morning with William Hill.
It means he is now joint outsider with glamour girl and serial US reality show starlet Angelique Morgan.
Hill's said it has been "one of the biggest price drifts in reality TV betting history, especially after opening night".
The firm's spokesman, Joe Crilly, said: "Opening night can often see a number of price changes but we cannot remember one as big as David's. Unless he gains immunity, there is every chance he will be first out of the door."
Kellie - formerly boxing promoter Frank - Maloney remains favourite to win the Channel 5 show, which launched last night, with Gogglebox star George Gilbey second favourite.
Viewers saw another contestant, Benefits Street's White Dee, enter the house and then challenged to convince three US housemates - Morgan and actors Gary Busey and Leslie Jordan - that she is a Duchess and will have to "walk, talk, behave and wave like a royal".
The programme unveiled a line-up of 14 contestants, who also include boxing champion Audley Harrison, Edele Lynch who found fame in Irish girl group B*Witched, and ex-Emmerdale actress Claire King, known for her role as Kim Tate.
Celebrity Big Brother is now in its 14th series, with the most recent run earlier this year seeing comedian Jim Davidson victorious.
Last n ight's launch came just three days after the most recent run of the normal Big Brother came to a close.