Katie Price's boyfriend Alex Reid has stormed into the lead in the race to win 'Celebrity Big Brother' as the popularity of his house rival Vinnie Jones plummets.

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Viewers have turned their backs on the football-turned-Hollywood star as he continues to boast about his Hollywood life and belittle Alex Reid.

But Reid may have the last laugh as bookies in the UK make him the red hot favourite to clinch the title.

BBC Radio DJ Chris Moyles led the backlash against the 'Lock, Stock' Hollywood star branding him "money-obsessed" and a "pillock" following the actor's continuous boasts that he "represents the British public".

Bookies say Jones now sits third favourite behind Reid and Another Level singer Dane Bowers.

"From early figures, it's Alex's to lose. The public seem to be warming to him", an insider told the Daily Star.

Viewers are being turned off Jones who has continually blasted the low level of celebrity in the house and bragged about his expensive Hollywood world including spending £2,000 a month on gardeners, cleaners and dog groomers.