Lateline's never had a better boost than the ad long-time sex therapist Bettina Arndt gave it at the National Press Club in Canberra yesterday.
She told of a woman who watched Tony Jones each night to psych herself into having sex with her husband.
"That half an hour is just perfect to get your head into the right place and then she's OK," the author of The Sex Diaries: Why Women Go Off Sex and Other Bedroom Battles said.
It's unclear which of Jones's charms hit the right spot. His perfectly timed eyebrow raises? His ferocious questioning? Perhaps the almost coquettish way he leans his right shoulder into camera when introducing guests.
A search of ABC message boards showed the anonymous admirer was one of many.
"He is amusing, acerbic, witty, discerning and almost as sexy as Kerry O'Brien," one viewer who called herself Callgirl said.
All of which suggested there's an easier way to solve the problem of mismatched male and female libidos presented in Arndt's book.
While the author prescribed the Nike approach, "just do it", the ABC host reserved that advice for watching his nightly dissection of the news.
"What happens next is completely up to the individual," he said.
His contribution to the country was intellectual stimulation, he said.
And sorry ladies, he's married to "the only sex symbol in our household".