Caramelkeg. you said "I fancy him a bit."
I say,
again
??This is the age of the Narcissist
It's how he wins votes. Like him or hate him, he has charisma. He is the one whom people know, show all the candidates to a broad spectrum of people and ask which ones do you a) know by name, b) recognise in order of certainty.
Boris will be the one best known.
Psychology research shows the most popular people are the "most salient". In other words the ones best known.
It applies to things as well as people which is why sub-liminal advertising was banned in the UK.