Speculation is already rife as to who will step into Holly Willoughby's shoes after she announced her This Morning exit on Tuesday.
Willoughby's farewell comes just months after fellow long-serving presenter Phillip Schofield quit ITV, meaning This Morning will look very different heading towards the tail-end of 2023 than it did at the start.
Willoughby announced her departure from This Morning on Instagram following a week that has seen a 36-year-old man arrested over an alleged plot to kidnap and murder the 42-year-old.
The Dancing on Ice star insisted it had been an "honour" to work on This Morning for 14 years but had to put her "family first" and expressed how much she'd "miss" the show's fans.
Craig Doyle and Rochelle Humes were the two This Morning stars who had to front Wednesday's show less than 24 hours after Willoughby confirmed her departure.
And while it may have been Doyle and Humes at the helm for this particular episode, new data has emerged which suggests neither of them will be the star to take over from Willoughby for good.
Craig Doyle and Rochelle Humes paid tribute to Holly on Wednesday
ITV
According to bookmakers, X Factor star-turned-TV presenter Rylan Clark has emerged as the most likely candidate to be This Morning's new leading presenter.
Alex Apati of Ladbrokes told GB News and other outlets: "Rylan is unquestionably a fan-favourite, and the latest odds suggest a full-time gig on Britain's most famous sofa could be on the cards for him."
Clark is currently priced as a 3/1 frontrunner, putting him ahead of Humes (5/1) and the likes of Davina McCall (4/1).
Also in the running is Britain's Got Talent judge Amanda Holden who fetches odds of 5/1 while her BGT colleague Alesha Dixon is priced at 11/2.
Outsiders to take over from Willoughby include former Love Island star Laura Whitmore at 6/1, current Love Island host Maya Jama at 8/1, and former Islander Maura Higgins at 10/1.
Punters can also put their money behind former Countdown star Carol Vorderman at 10/1 who is at the same odds as Olivia Attwood.
Apati added of McCall's chances: "Davina is certainly no stranger to our screens, and with ITV snapping up Big Brother, there's every chance its former host gets Holly's morning gig."
Willoughby may have announced in her statement she was stepping down from This Morning but ITV boss Kevin Lygo has said she'll continue to work with the channel going forward.
The presenter has fronted Dancing on Ice throughout its run on the channel and Willoughby is expected to return once more next year - although the new line-up of stars has been slammed at the "worst ever" by some disgruntled fans.
Willoughby's full statement read: "I have let ITV know today that after 14 years, I will not be returning to This Morning.
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Rylan Clark is the favourite to take over from Holly
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"To everyone who has ever worked on the show over the years, thank you so so much. This is such a difficult goodbye, you are incredible and I forever will be proud of what we've done together. Thank you to everyone at ITV for being supportive.
"To every guest who has sat on our sofa, thank you. Most of all, thank you to the wonderful viewers. You've been so loyal, so supportive and the very best company every day.
"Richard and Judy said, 'We only look after this show, it will always belong to the viewers'. It's been an honour to just be part of its story and I know this story has many chapters left to go.
"Sadly, however, I now feel I have to make this decision for me and my family. I will miss you all so much. Holly," she signed off.