Madonna has been named the most talked-about celebrity of the decade.
The 52-year-old singer has been mentioned more in the UK print press than any other star in the last 10 years, with 46,017 namechecks.
The huge number dwarfs those of second and third placed stars Simon Cowell and Robbie Williams, who received 29,888 and 28,563 mentions each.
Brian Merron of researcher Kantar Media , who compiled the figures, wasn't surprised by the outcome.
He said: "This is why she's hailed as a legend."
Contributing to Madonna's name checks in the last decade were her marriage and divorce to Guy Ritchie, subsequent relationships with Jesus Luz and Brahim Zaibat, the birth of her son Rocco, now 10, adoption of tots David and Mercy, and four huge world tours in support of new material.
Though Simon was named in second place overall, the research showed he had been mentioned more in the UK press than anyone else in 2010.
Other celebrities to feature in the list included Kate Moss, Britney Spears, Victoria and David Beckham, the late Michael Jackson, Sir Paul McCartney and Kylie Minogue.
Top 10 most talked about celebrities of the decade:
1. Madonna (46,017)
2. Simon Cowell (29,888)
3. Robbie Williams (28,563)
4. Kate Moss (28,056)
5. Britney Spears (27,588)
6. Victoria Beckham (25,833)
7. David Beckham (24,953)
8. Michael Jackson (24, 688)
9. Sir Paul McCartney (21,556)
10. Kylie Minogue (19, 694)