Sam Thompson is being tipped to cause a real 'upset' on I'm A Celebrity Get Me Out of Here, by beating 'sure fire winner' Josie Gibson to the jungle crown this year. However, the news of Sam being the new favourite to triumph in the final comes as some viewers argue that he's getting ;'too much airtime.

As soon as rumours swirled that This Morning presenter Josie was going to do I'm A Celebrity this year, bookies put her as the one to beat, given her popularity with fans at home and the repeated calls for her to be given the main host's job on a full time basis. While star of Made in Chelsea and Celebs Go Dating, Sam, was very much in the mix, only one set of odds had him as the favourite in the days leading up to the new series launch, as campmates like Fred Sirieix and Frankie Dettori were also put in the frame for victory.

However, given the funny moments he's given I'm a Celebrity viewers over the last week, kicking off with his enthusiastic renditions of JLS hits after realising he was sharing a camp with Marvin Humes and then his excitement over meeting sporting hero Tony Bellew and delight at getting to do his first trial, Sam is now being mooted as the new hot tip to win.

READ MORE: Ant and Dec forced to give ITV 'assurances' on I'm A Celebrity star

Get all the latest TV and showbiz news and gossip from Chronicle Live with our free newsletter.

As well as being known for his TV appearances, Sam also has a massive social media following, due to his successful podcast with reality TV pal Pete Wicks and his hilarious videos on TikTok and bookies believe it's his popularity with the younger audience that could swing it for him. At the time of writing on Tuesday morning, William Hill had installed Sam as the new favourite on odds of 11/8, with Josie falling back slightly in the betting to 6/4.

One of the biggest changes in the I'm A Celebrity winner odds from a week ago is First Dates star Fred, who has been involved in heated spats with both Nigel Farage and Nella Rose, falling into fifth place on 14/1. Discussing the shift in the main contenders for the 2023 title, William Hill spokesperson Lee Phelps, said: “The start of a fresh week in the I’m A Celebrity camp has seen a new campmate assume the favourite tag in the betting, with Sam Thompson our new frontrunner to be crowned King of the Jungle."

He continued; “The Made in Chelsea star was an 11/4 shot before Monday’s episode to win the show but is now the 11/8 favourite with us – the first time anyone apart from Josie Gibson has led the market since the series started. Josie has meanwhile drifted the other way from Evens to 6/4, with Nigel Farage now our third favourite at 12/1.”

While William Hill are increasingly confident Sam will win I'm A Celebrity this year, some viewers are thinking ITV are giving him too much screen time, at the expense of some of his fellow contestants. Watching Monday night's episode, one unimpressed viewer fumed: "Show us the other camp mates!!!!!! Fed up of Sam and Josie getting all the airtime," as a second reacted: "It’s blatantly obvious, we are getting far too much airtime of the toddler that’s in there known as Sam, it’s becoming irritating"