Another batch of people dubbed 'celebrities' have begun the annual tradition of heading to the Australian jungle to eat creepy crawlies, compete against each other and, of course, cause an almighty social media shitstorm when they do virtually anything.
Credit: ITV/I'm A Celebrity
They come from different areas of fame, with the sports people including British boxer Amir Khan, former Chelsea and England midfielder Dennis Wise and Rebekah Vardy, whose husband is footballer Jamie Vardy.
There are also the TV stars such as Georgia 'Toff' Toffolo from Made in Chelsea, Coronation Street actor Jennie McAlpine and Hollyoaks actor Jamie Lomas. Then there's The Saturdays singer Vanessa White, comedian Shappi Khorsandi, YouTuber Jack Maynard and oddly Boris Johnson's dad, Stanley.
They will put themselves through weeks of torment, all so they can be crowned the 17th I'm A Celeb winner. But how much is that actually worth?
Unlike other reality TV shows like Big Brother, the cash prize for the ITV programme isn't advertised. But according to Edward Hopkins, leading celebrity publicist at Nusic London, that's because I'm A Celeb gets millions more viewers than its counterparts.
Mr Hopkins told LADbible the winner will only get a slice of what they're worth. He said: "It is likely that there is no cash prize for the winner. I would imagine that finalists will receive a 'bonus' which will likely be between 5-20 percent of their attendance fee depending on where they finish.
"[Their participation fee] will of course vary depending on their profile.
"Appearing on any ITV prime time show like I'm A Celeb can significantly boost a celebrity's profile overnight. Taking part is a no brainer."
Some contestants are worth a hell of a lot of money, and obviously would have been paid handsomely for their appearance on the show.
A source told the Daily Star Amir Khan and Stanley Johnson would be the highest paid for their participation, which could be as high as £250,000 ($330,000) each.
But obviously as the level of fame decreases, so too does the pay packet, with the lowest sum believed to be £25,000 ($33,000) - which isn't too bad for a few weeks in the Aussie jungle. There are worst places in the world.
It's reported last year's winner, Gogglebox's Scarlett Moffatt, walked away with £70,000 ($92,000), which is less than half what some other contestants were paid. However, it's not necessarily just the end of the jungle which pays big dividends.
Moffatt scored a fitness DVD and landed a presenting gig on this year's Extra Camp. Other contestants who were fan favourites for being outspoken, likeable or funny often scoop up incredibly lucrative endorsement and TV deals.
Comedian Joel Dommett wasn't paid that much for his appearance on the show, but has scored the same gig as Scarlett - meaning if you have the right level of charisma and likeability then it doesn't matter if you don't win the show.
Nusic London's Hopkins told us: "If he plays it right and the public warm to him, [YouTuber] Jack Maynard could follow in the footsteps of former camp mate Joey Essex and star in his own reality TV series.
"Every year countless celebrities bare all in the jungle shower, this is for some a truly smart and calculated move and for others not so. In previous years we've seen the likes of Katie Price, Jodie Porter and Helen Flanagan all take the sexy jungle crown and secure countless highly paid glossy magazine deals and fitness DVDs after showing off their toned bods.
"But with Vanessa White and Rebekah Vardy apparently saying they are going to shun showering in the show's favoured white bikini, this year's crown could be taken by the boys.
"Mainly because of her age and looks, I forecast Toff to earn around £500,000 ($662,000) in the next year off the back of I'm A Celeb, especially from endorsements and modelling contracts.
"Vanessa is likely to earn dramatically less, around £100-150,000 ($132-198,000) which will come mainly from additional singing gigs and presenting roles, and appearances on panel shows."
Other contestants could walk away with a big deal after the show, but they'll have to do something noticeable to grab the attention of advertisers.
Featured Image Credit: ITV / I'm A Celeb