Euro 2024 isn’t just a test for Southgate’s team to go one step further, but a litmus test for the state of UK TV viewing too; particularly if the Three Lions have a successful competition.

When I started out as junior creative at Leo Burnett and HHCL in the nineties, from the moment you walked on to the creative floor in the morning, to the moment you left, laughter rebounded round the offices.

It's a tale as old as time itself. One woven into our collective consciousness.