The survey, of 998 men aged over 16, found that 26 per cent of us think blokes are sexualised as much as women in ads, whilst 22 per cent say men are “too stereotyped”.

Of those who take any notice – and gratifyingly, 50 per cent of men don’t even pay attention to this guff – the result is a generation of narcissists who prize having a ripped body (45 per cent) over getting married or being in a relationship (38 per cent); having kids (23 per cent); or promotion at work (18 per cent).

While tawdry, much of this is hardly news. A year ago, I wrote about how men are now objectified more than women – and that was before Poldark’s scythe sent even BBC Woman’s Hour all aquiver.