After a year long survey conducted by the BBC ahead of their new BBC4 high-brow show, Britain's Favourite Word, that favourite word has been identified as 'sparkle'.
Victoria Coren will be hosting the new show which will spend the next ten weeks building up to the favourite word, along the way taking in the well liked, but not favourite words, such as 'plinth' and 'stuck'.
"We think it's very interesting," said Victoria Coren. "Sparkle is a pleasant word, and has happy overtones. We're not surprised it rated so highly."
Coren hadn't always been as excited by the TV project.
"When they first pitched the idea to me, I didn't think people would have a favourite word," she said. "Then it occurred to me that I really like the word Dim-sun, and I realised that I wouldn't be the only one with a favourite."
Researchers have scoured the country for people who would be willing to spend a couple of minutes to answer the question "what's your favourite word?". As they mainly asked the question in shopping centres, the nation's favourite top four words were nearly "fuck off I'm busy" Sufficient people could spare the time and brain capacity to answer the question and now the nation will find out the results.
"Our first show is called Splurge," said Coren. "That was the tenth most popular word in the country. As a lot of people in Boston, Lincolnshire answered our survey, and there are a lot of Polish people living there, it was very nearly going to be called Zakupy, but we realised that this is the Polish for 'shopping' and they'd misunderstood the question."