X Factor supremo Simon Cowell has himself proved to be a hit in a talent contest - after being judged the top guilty pleasure for British women.
The millionaire media mogul has been named as the favourite secret crush, topping a poll of leading figures who women secretly fancy which saw Radio 1's Chris Moyles placed second.
The survey, carried out by makers of cereal bar Fibre Plus, also placed unlikely sex symbols Lord Sugar, Boris Johnson and Piers Morgan in the top ten.
A third of the 3,000 women surveyed opted for music boss Cowell, although most of the women said that they would rate looks over a huge bank balance given the choice.
A total of 72% said striking good looks would be preferable to having a filthy rich man with little physical appeal. And 56% said a sense of humour was the most attractive quality in the opposite sex.
Sally Tribe, Fibre Plus spokewoman, said: "It seems that British women just can't get enough of Simon Cowell.
"It was strange not to see some real lookers like David Beckham and Johnny Depp but I guess we are not so ashamed of crushes on them."
Philip Glenister came third in the poll, while Piers Morgan and Alan Sugar were placed fourth and fifth respectively.
Other leading figures to make it to the top ten were Adrian Chiles, Chris Evans, Greg Wallace and Adam Woodyatt.